Born out of a hiking adventure in Switzerland and brought to life in Switzerland, No Normal Coffee is revolutionizing the way coffee enthusiasts savor their brew in the great outdoors. Co-founders Alexander Häberlin and Philipp Greinacher created a game-changing product: coffee paste in a tube. Combining innovation, sustainability, and Swiss expertise, this product offers a simple, high-quality, and practical coffee solution for adventurers.
The Idea Behind No Normal Coffee
The concept was inspired by the challenges Häberlin and Greinacher faced during a hiking trip. Häberlin carried heavy, cumbersome coffee-making equipment, while Greinacher relied on instant coffee sachets that failed to meet his taste expectations. Back in Switzerland, the duo reimagined their coffee experience, drawing from the country’s tradition of packaging food in tubes, and developed a unique product designed for convenience without compromising on flavor.
The Product: Coffee in a Tube
No Normal Coffee is made from 100% Fairtrade Colombian Arabica beans and comes in a concentrated paste form. To brew a cup, users only need 5 grams of paste mixed with 100 ml of hot water. Each compact tube yields up to 20 servings and has a shelf life of up to one year without refrigeration, making it perfect for outdoor enthusiasts. The result is a flavorful cup of coffee with rich notes of chocolate, caramel, and nuts.
Exclusive Interview with Alexander Häberlin
In this exclusive interview with Alexander Häberlin, co-founder and CMO of No Normal Coffee, we take you on a journey through this innovative product that promises to rewrite many rules and challenge taboos surrounding the traditions and rituals associated with our beloved beverage while adapting to diverse tastes.
What sets No Normal Coffee’s coffee paste apart from other portable coffee solutions?
“Unlike other portable coffee solutions such as the AeroPress, Cafflano, or Wacaco, No Normal Coffee uses a coffee concentrate in the form of a paste, so there’s no need to grind beans or carry any gear. A teaspoon of the paste, poured over hot water or milk, and the coffee is ready. You don’t need coffee beans or a grinder, making No Normal Coffee a very simple option for portable coffee. Thanks to the aluminum tube, the concentrate can also be kept unrefrigerated and easily taken on any trip.”
How do you ensure the taste and quality of the coffee paste remain consistent with traditional brewing methods?
“We attach great importance to the quality of our coffee and use 100% Fairtrade Arabica beans from Colombia. Our coffee concentrate is produced in Switzerland, where leading experts ensure that the coffee’s valuable flavors are optimally preserved. Our aim is not to replace the flavor or ritual of traditionally brewed coffee. Rather, we offer an alternative that creates a new understanding of coffee enjoyment, especially in the outdoor setting. Therefore, we do not see ourselves as a competitor to traditional brewing methods or more elaborate preparation methods. Rather, when using coffee concentrate, other values take center stage for the individuals whose needs No Normal Coffee serves.”
Are there plans to expand the product line with additional flavors, coffee origins, or formats?
“We are planning to launch more flavors on the market, as we have noticed that there is a need to easily create personalized and individual coffee variations for yourself. For more flexibility, we are considering smaller tube formats. We are constantly taking feedback from our customers in order to adapt the product and our range to our customers and their needs in the best possible way.”
How does the eco-friendly and compact packaging align with the company’s vision for sustainability?
“Today, sustainability is a key aspect that every company must take seriously—and the coffee industry is no exception. For us too, it is an important part of our values and decisions. The choice to package our coffee concentrate in aluminum tubes has some clear advantages: aluminum offers great potential for systematic recycling and is easier to recycle than a lot of other materials. In addition, no waste is produced during the preparation of the coffee—a further step towards environmentally friendly consumption. At the same time, the aluminum tube ensures that our coffee concentrate has a long shelf life without the need for additional cooling.
However, we are constantly working to make our production processes more sustainable and to make environmentally conscious decisions. Sustainability is not an end goal for us, but a path that we are consistently pursuing.”
What feedback have you received from customers, and how has it influenced your product development?
“The response to our product was huge—we were definitely a hot topic of discussion on social media and in the press. Our unconventional packaging, which is more reminiscent of toothpaste or paint, attracted just as much attention as the fact that our coffee paste is edible. Opinions on this are divided: some love No Normal Coffee, while others prefer other coffee alternatives over it, but it definitely gets people engaged, and that is what you want as a young brand.
But as with so many things, it’s ultimately a matter of taste. What we are particularly pleased about, however, is the growing recognition among outdoor enthusiasts who appreciate the practical benefits of coffee from a tube. This encourages us that we are on the right track—and motivates us to continue developing in this direction.”
Do you have plans to expand the distribution of No Normal Coffee beyond outdoor enthusiasts, perhaps into urban or office markets?
“Our product is designed for outdoor usage and therefore can perform in the most extreme environments. That, however, doesn’t mean it cannot be used in more urban or office environments. We always like to use the Patagonia jacket as an analogy—designed for the outdoors but used and loved in any environment.”
Are there any new innovations or products in development that you’re excited to share?
“We are working on an unsweetened version of our current dark roast, and all signs are showing that it’s going to be amazing!”
What are your long-term goals for No Normal Coffee in terms of market growth and brand recognition?
“Our long-term vision for No Normal Coffee is to establish a strong global presence and be the outdoor coffee. While we already have a diverse international customer base, we aim to simplify availability in different countries by addressing logistical challenges and potentially expanding with localized hubs. Additionally, we aspire to be recognized in Switzerland—and beyond—as a high-quality, go-to option for outdoor coffee enthusiasts. By continuously building trust, maintaining quality, and staying true to our innovative approach and values, we hope to secure a permanent place in the market and further define what makes No Normal Coffee unique as a brand.”
Redefining Coffee Culture
No Normal Coffee is more than a convenient product; it’s a bold reimagination of coffee culture, bringing sustainability and innovation to the forefront. From adventurers seeking practicality to coffee enthusiasts eager for quality, the brand offers a new way to enjoy coffee—one that reflects the evolving needs of a modern, on-the-go lifestyle. As Häberlin and his team continue to innovate, No Normal Coffee is poised to become the ultimate choice for outdoor coffee enthusiasts and beyond.
