When it comes to convenience, especially with beloved beverages like coffee, quality often takes a backseat. However, a Swiss company has introduced a clever solution that combines ease with exceptional taste: a coffee paste packaged in a handy tube, designed for those who want great coffee wherever they go.
A New Way to Enjoy Coffee on Your Adventures
No Normal Coffee, a company based in Switzerland, has crafted a unique product that transforms the coffee experience for outdoor enthusiasts and travelers alike. Their coffee paste comes in a resealable aluminum tube, making it simple to carry and use without the need for brewing equipment or bulky supplies.
Each tube contains 100 grams of this smooth paste, which is made exclusively from 100% Fairtrade Arabica beans. To enhance the flavor naturally, the paste is lightly sweetened with organic Swiss beet sugar. This combination ensures a rich and balanced taste that appeals to coffee lovers who appreciate quality and ethical sourcing.
Flavor Notes That Delight the Palate
The taste of this coffee paste is anything but ordinary. It offers a deep, indulgent flavor profile with subtle hints of chocolate, nuts, and caramel. Whether you prefer your coffee hot or cold, this paste delivers a satisfying cup that can easily be prepared by mixing with hot water or milk.
Versatility Beyond the Cup
What makes this coffee paste stand out is its multifaceted use. Beyond simply being a beverage base, it can be spread on toast for a quick energy boost, blended into protein shakes for added flavor, or incorporated into recipes such as tiramisu or even meat marinades. This versatility makes it a handy ingredient for those who enjoy experimenting with flavors or need a convenient coffee fix on the move.
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Commitment to Sustainability and Local Economy
The founders, Alexander and Philippe, are passionate about both coffee and the environment. Their approach emphasizes sustainability by sourcing ingredients locally and supporting the Swiss economy. This commitment ensures that the product is not only delicious but also responsibly made.
Ideal for Outdoor Enthusiasts and Travelers
For hikers, campers, and travelers who refuse to settle for mediocre coffee, No Normal Coffee’s paste offers a practical, eco-conscious alternative. It eliminates the need for carrying heavy coffee gear, reduces waste with its reusable packaging, and maintains the integrity of a high-quality coffee experience.
Putting No Normal Coffee to the Test: A Real-World Review
Coffee is an essential companion for many outdoor adventures, especially for those who enjoy cycling or hiking in remote areas. Our in-house coffee expert, Lew, shares his firsthand experience with No Normal Coffee’s innovative paste, putting it through its paces during his rides across the UK countryside.
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The Challenge of Coffee on the Trail
Lew explains that his cycling trips often lack convenient stops for a quality coffee break. Unlike urban routes lined with cafes, the trails and bridleways he frequents rarely offer any coffee shops. To maintain his mid-ride coffee ritual, he usually carries an Aeropress along with ground coffee and water, which allows him to brew fresh coffee even in the wilderness.
However, the Aeropress setup takes up precious space in his bikepacking gear. Often, he has to choose between bringing his camera or the coffee kit, and more times than not, the camera wins. This means Lew resorts to instant coffee—a compromise he finds unsatisfactory in taste.
No Normal Coffee: A Convenient Alternative
No Normal Coffee aims to fill this gap by offering a paste that promises authentic coffee flavor in a portable tube. The product is designed for people like Lew who want better taste than instant coffee but without the bulk of traditional brewing equipment.
The Story Behind No Normal Coffee
Originating from Switzerland, No Normal is more than just a coffee brand; it’s an outdoor lifestyle company founded by Alexander and Philippe. Their love for the outdoors inspired the creation of this product during a trip to a summit in Verbier. Faced with the choice between instant coffee and brewing with a Moka pot, they envisioned a solution that combines convenience with genuine coffee taste.
How No Normal Coffee Is Made
Unlike typical instant coffee, which loses much of its flavor through dehydration or freeze-drying, No Normal uses a unique concentrating process:
- Roasting: The beans are roasted to a dark profile, delivering bold and rich flavors.
- Extracting: Coffee is brewed industrially, similar to home brewing methods.
- Concentrating: Instead of drying, the brewed coffee is evaporated into a moist paste.
- Packaging: This paste is then sealed into convenient aluminum tubes.
This method preserves more of the coffee’s natural flavors and aromas. While the Colombian Arabica beans are not locally grown, they are Fairtrade certified, ensuring ethical sourcing. The company also prioritizes local Swiss ingredients like beet sugar and supports sustainability by minimizing transportation.
No Normal’s innovation earned them the prestigious ISPO Award in 2024, highlighting their impact in the outdoor and sports industry.
Blind Taste Test: No Normal vs. Aeropress vs. Instant Coffee
Lew conducted a blind taste test to compare No Normal Coffee with his usual Aeropress brew and instant coffee granules. His wife prepared three identical cups, and Lew sampled each without knowing which was which.
- Instant Coffee: As expected, it lacked body and tasted more like warm water than coffee. It was smooth but devoid of acidity and sweetness.
- No Normal Coffee: This had a noticeable sweetness from the beet sugar and a richer flavor than instant coffee. It was close to the Aeropress brew but less complex.
- Aeropress Brew: The freshest and most complex, with a slight sourness and deep flavor notes.
Lew correctly identified each sample and concluded that No Normal Coffee strikes a balance: better tasting than instant coffee and far more convenient than brewing fresh coffee on the trail.
On the Trail Experience
No Normal Coffee’s compact tube fits effortlessly into small bikepacking pockets or even cycling jersey pockets. Unlike instant coffee granules that can scatter in the wind, the paste stays securely inside the tube. Dispensing the coffee is simple, just squeeze out the desired amount though the paste is initially thick and requires a bit of stirring to dissolve fully.
Some users might notice a slight chalky texture or sediment at the bottom of the cup, but this did not detract from Lew’s enjoyment. The company also suggests spreading the paste on biscuits or bananas for a quick energy snack, though Lew prefers his coffee in liquid form.
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Final Thoughts on No Normal Coffee
No Normal Coffee offers a clever, practical, and eco-friendly way to enjoy quality coffee away from home. It’s especially appealing to outdoor lovers who value both flavor and convenience. While it may not fully replace freshly brewed coffee for purists, it certainly elevates the instant coffee experience and makes a compelling case for coffee on the go.
