ISPO Award Winner 2024: No Normal Coffee

The perfect caffeine kick for outdoor adventures – No Normal Coffee offers coffee in a tube. In a tube? Yes, you read that right. Designed specifically for outdoor enthusiasts, this tube coffee impresses with its exceptional taste. Whether you're hiking or wild camping, this innovative coffee solution offers countless ways to enjoy it, with or without water.

"We involved over 50 outdoor enthusiasts in the development of our coffee. We interviewed them, observed them, and accompanied them on their adventures while putting our product to the test," says Alexander Häberlin, CMO of No Normal Coffee. "In collaboration with three different partners in food development, we tested 15 recipes, ultimately choosing our favorite: No Normal Coffee - Dark Roast."

The young Swiss company targets outdoor enthusiasts who are dissatisfied with the currently available options and seek a versatile yet portable coffee solution. This allows them to carry about 20 cups of delicious coffee in their backpack – whether climbing the world's highest peaks, walking the dog, or even baking at home.

As the company is currently entering the market, the excitement over winning the ISPO Award is even greater. "Since we are still in such an early stage of our company and Outdoor by ISPO is meant to be our official launch, winning the award is the ultimate proof that all the hard work and dedication of the past year have paid off," says Co-Founder Häberlin. "It shows that our product has the potential to revolutionize how outdoor enthusiasts enjoy their coffee during their adventures."

Traditionally, the market has been dominated by instant coffee powders or brewed beans. No Normal Coffee aims to change this and revolutionize the outdoor coffee experience. Made from Arabica beans, their coffee also stands out for its sustainable values: it is Fairtrade certified and uses organic Swiss beet sugar. The sugar is sourced locally within a five-kilometer radius around the production site.

The aluminum tube makes No Normal Coffee not only long-lasting but also environmentally friendly. The tube protects the creamy content from external influences and can be easily recycled after use. Moreover, the company plans to manufacture the tube from 100% recycled aluminum in the future, further improving its environmental footprint.

“It is the first true outdoor coffee developed for every adventure, impressing with its amazing taste, portability, and versatility,” Häberlin asserts. “Our coffee allows users to enjoy their caffeine boost in a million different ways, no matter where they are, with or without water.”

The Swiss company achieves its convincing taste from concentrated coffee extracted from brewed coffee to retain its rich properties. This ensures a flavor that stands out distinctly from instant alternatives. “Delicious, portable, and versatile coffee that requires no refrigeration and lasts all season long,” Häberlin describes the additional benefits of No Normal Coffee. “It’s the only coffee you can drink and eat! You can also use our coffee as a spread on chocolate or a banana, mixed into a pre-workout shake, for brownies, or for espresso martinis. We’ve tested No Normal Coffee in the most extreme situations where water might be scarce, as well as in fun baking experiments.”

We’d say that coffee from a tube fits into any backpack. So why not pack this small upgrade for your outdoor adventure? We can’t think of a single reason not to.

• First ever coffee in a tube
• 20 cups per tube
• 100% organic arabica coffee
• First coffee you can not only drink but eat