The story behind No Normal Coffee
How a swiss hiking trip sparked the creation of the world's first coffee in a tube.
Hi! We’re Philippe and Alex, the creators of No Normal Coffee. In this blog, we’re sharing the story behind our product and what led us to the idea of putting coffee in a tube.
It all began about a year ago on a hiking trip in Verbier, a stunning natural spot in the heart of Valais, Switzerland. When Philippe and I reached the summit, we were greeted with a breathtaking view — rolling mountains, crisp alpine air, and the peaceful silence that only nature can offer. It was the perfect time for our usual coffee break, a ritual that had become essential to our outdoor adventures. There’s just something about sipping a cup of coffee surrounded by nature's beauty that makes everything feel complete.
As usual, I pulled out my trusty Moka pot, while Philippe dug out his instant coffee. But this time, something felt different. As I set up my gear, I realized how much space it had taken up in my already packed backpack. Meanwhile, Philippe wasn’t too excited about his instant brew. The taste just didn’t match the thrill of our climb or the beauty of the view.
Right there on the mountaintop, we started brainstorming. What if there was a better option? Something light, compact, and easy to use, without sacrificing flavor? What if we could enjoy high-quality coffee without all the bulky equipment? That’s when the idea hit us: 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. We saw the tube as an underrated packaging method — light, portable, and perfect for preserving taste. Moreover we knew that concentrates were increasingly becoming a thing, however, they need refrigerating. Aluminium tubes are therefore the ideal solution to make sure the product would stay fresh for longer.
Philippe and I didn’t waste any time. After extensive research we then decided to make our own coffee in a tube. Simply because — why not? 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, we’ve been hard at work turning our idea into reality. We’ve put our hearts into building a brand that embodies our passion for adventure and provides a quick energy boost whenever and wherever it’s needed. 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.
It’s crazy to think that just a year ago, Philippe and I were still working our regular jobs, and now we’re seeing our idea come to life. We’re constantly improving our product and investing in even better solutions to refine and develop what we’ve created.
Join us on this journey as we continue to build the No Normal brand — there’s so much more to come!
