The story behind No Normal Coffee – the first coffee in a tube

We want to share with you the story behind no normal coffee and how a swiss hiking trip sparked the creation of the world's first coffee in a tube.

Coffee in a tube? Sounds unusual, right? It’s not every day you come across such a concept, and maybe that’s exactly why it’s worth talking about. In this article, we’re diving into the story behind no normal coffee — how the idea was born, the problem it’s designed to solve, and the journey that led Alex and Philippe here.

As usual, Alex pulled out his trusty Moka pot, while Philippe dug out his instant sticks. But this time, something was different. As they set up their gear, they realized how much space the Moka pot had taken up in Alex' already packed backpack. Meanwhile, Philippe wasn’t too excited about his instant brew. The taste just didn’t match the thrill of their climb or the beauty of the view.

Right there on the mountaintop, they started brainstorming. What if there was a better option? Something light, compact, and easy to use, without sacrificing flavor? What if you could enjoy high-quality coffee without all the bulky equipment? That’s when the idea hit them: coffee in a tube.

In Switzerland, aluminum tubes are common for all sorts of products, so it was surprising no one had thought to package coffee this way before. They saw the alumnium tube as an underrated packaging method — it is light, portable, and perfect for preserving taste. Moreover, they knew that coffee concentrates were increasingly becoming a thing. However, they usually need refrigeration, which isn't ideal when you're outdoors and travelling. Aluminium tubes seemed to be the ideal solution to make sure the product would stay fresh for longer.

Philippe and Alex didn’t waste any time. After extensive research about coffee, aluminium tubes and the whole production process, they then decided to make their own coffee in a tube. Simply because — why not?

They quit their regular jobs and dedicaded their whole lifes to bringing this idea to life. Thanks to a crowdfunding campaign, they soon had enough funds for the first production of coffee in a tube.

Then, of course, a name had to be found. Originally, no normal coffee was to be called ‘Presso’. But then an American marketing guru came up with the target group name ‘no normals’. These are people who are difficult to categorise in terms of their activities. They love variety and therefore favour products and services that support them in their flexibility. The two founders therefore decided on a name that refers to the target group they want to address with their product. After all, their coffee promises precisely this flexibility, the ability to adapt to the changing needs of the individual. They understand the coffee in a tube as an uncomplicated, cool companion that you can take anywhere and that offers every experience that certain ‘extra’ joy.

So whether you’re hiking the Swiss Alps, camping in the wilderness, or just need a quick "pick-me-up" during your busy day, no normal coffee is here to fuel your journey.

And just like that, no normal coffee was born — the first coffee in a tube, made for adventurers, outdoor lovers, and anyone who appreciates a good cup of coffee in the wild. Since that day on the mountain, they’ve been hard at work turning their idea into reality. They’ve put their hearts into building a brand that embodies their passion for adventure and would provide a quick energy boost whenever and wherever it’s needed.

Today, they are constantly working on improving their product and investing in even better solutions to refine and develop what they’ve created. And it doesn't stop there - they plan on expanding their product range beyond coffee.

Join them on this journey as they continue to build the no normal brand — there’s so much more to come!

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