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Squeezing 25 espressos into an aluminum tube, No Normal fuels outdoor adventures

A Swiss startup is shaking up the coffee world with a product designed not for sidewalk sipping but for outdoor enthusiasts. No Normal developed a highly concentrated coffee paste that comes in a squeezable aluminum tube, offering a convenient and portable way to enjoy premium coffee on the go.

No Normal offers a few unique advantages for hikers, climbers, surfers and campers. Easily dissolved in hot or cold water or milk, the paste eliminates the need for brewing equipment or moisture-sensitive instant coffee. It can also be enjoyed straight from the tube — aided by being lightly sweetened — or combined with other foods like bananas or chocolate for an extra caffeine kick when water is scarce. With sustainability in mind, No Normal's aluminum packaging is minimal and recyclable.

Produced in Emmental, Switzerland, the coffee paste is made using Fairtrade, organic Arabica coffee beans and Swiss organic sugar. Successfully crowdfunded in March 2024, No Normal will start shipping in June 2024. An 85 g tube sells for CHF 14 and up to 25 small or 15 large cups of coffee, depending on dosage.


Trend Bite

The increasing popularity of outdoor activities is rooted in a growing desire for experiences that allow people to connect to nature and take a break from digital saturation. That doesn't mean those same consumers are willing to sacrifice convenience and a premium experience — preferably one that's sustainable, too.

Drawing inspiration from No Normal's innovative coffee paste, how could your brand similarly serve these interlinked expectations?

Related: Nut pastes offer plant-based milk without the cartons