World's First Coffee in a Tube, No Normal Coffee sets world record
Zurich, Switzerland--No Normal Coffee, a Swiss brand created by founders Philippe Greinacher and Alexander Häberlin, is a a shelf-stable, concentrated coffee paste packaged in a 100g recyclable aluminum tube; it sets the world record for the World's First Coffee in a Tube, according to the WORLD RECORD ACADEMY.
The world's first coffee in a tube is No Normal Coffee (originally named 'Presso'), a Swiss brand created by founders Philippe Greinacher and Alexander Häberlin. (AI Overview)
Key Details
- The Product: A shelf-stable, concentrated coffee paste packaged in a 100g recyclable aluminum tube.
- Yield & Shelf Life: One tube makes roughly 15 to 25 cups (about 20 average cups) of coffee and stays good for over a year without needing refrigeration.
- Ingredients: Made from organic, fair-trade Colombian Arabica beans combined with Swiss-grown beet sugar (offered in classic or sweet black profiles with notes of chocolate, caramel, and nut).
- How to Use: Squeeze it into hot or cold water and stir, spread it directly onto food (like bread or chocolate bars), or eat it straight from the tube.
- Target Audience: Built for hikers, campers, cyclists, and outdoor adventurers who want to skip bulky brewing gear or lower-quality instant coffee sticks
"It all began around the end of 2023 on a hiking trip in Verbier, a stunning natural spot in the heart of Valais, Switzerland. When Philippe and Alex reached the summit, they 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 their usual coffee break – a ritual that had become essential to all their outdoor adventures. (NO Normal)
"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."
"The No Normal Coffee is a unique caffeine alternative as it is the world's first coffee in a tube. Created by the Swiss startup company, the concept of ultra-portable coffee came to fruition when founders Alexander Härberlin and Philippe Greinacher were involved in a hiking trip in the Swiss Alps. (Tremd Hunter).
"It is a coffee paste that ensures quality and consistency, catering specifically to the convenience of adventures who do not want to compromise the drink's flavor. The No Normal coffee is made from 100% Fair Trade Arabica beans that are sourced from Colombia. To add a sweeter taste, there is the addition of organic Swiss beet sugar which all comes together with a rich dark roast experience."
"Well, today I wanted to introduce you to a unique and, I think, really neat instant coffee product. I’m sure you’ve seen it around; in fact, we even covered it when it came out last year. I’m talking about NoNormal, an instant coffee that comes in a tube that you squeeze out like toothpaste. (Bike Rumor!)
"It’s been an excellent addition to my camp kit and my #coffeeoutside kit, as it strikes a great balance between running a minimalist coffee kit and producing great coffee. It doesn’t have to be one or the other anymore.
"NoNormal was co-founded by lifelong friends Alexander and Philippe. They enjoy spending their free time outdoors, hiking, camping, and facing the challenges that nature offers. They like to say, “There is No Normal adventure.” NoNormal grew from those shared experiences and the realization that most coffee solutions when you’re off-grid don’t deliver."
Related world records:
