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Coffee paste created in Switzerland promises flavor and convenience anywhere — just mix with water or milk, hot or cold
Making a good cup of coffee is, for many, a ritual. Choosing the right beans, the preparation method and the right accessories are all part of the experience. But there isn't always time or structure for this. That's where a curious proposal comes in: tube coffee.
Created by a Swiss company called in normal, product promises practicality without sacrificing flavor. Instead of grains or powder, the proposal is a concentrated paste, sold in tubes similar to those of toothpaste.
The idea came from two coffee and adventure enthusiasts who were looking for a way to consume quality coffee during trips and excursions.
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Coffee ready anywhere
For those who can't go a day without coffee, traveling can be a challenge. There isn't always a coffee shop nearby, and carrying equipment like portable coffee makers or pods can be a hassle. Not to mention the need for hot water to brew.
With this in mind, the creators of tube coffee sought a way to maintain the habit in a practical way. The concentrated extract can be mixed with hot or cold water or even milk. This means you can drink coffee wherever you are, without having to rely on machines or time-consuming processes.
Ingredients and instructions for use
The paste is made with 46% Arabica coffee from Colombia, 15% ground Arabica coffee from the same origin, as well as Swiss beet sugar, water and thickener.
The idea is to deliver a fuller flavor than regular instant coffees, as the product concentrates the aromas and properties of the roasted bean.
The recommended amount is five grams per dose, which yields about 20 cups per tube. Depending on the amount of liquid used, the coffee will be more or less strong. The roast used is intense, pleasing some palates, but may displease those who prefer milder coffees.
Versatility
Because it is not ground, tube coffee allows for creative uses. Manufacturers suggest spreading the paste on toast, mixing it with banana or chocolate, and even combining it with yogurt and oatmeal. In one of the promotional images, the product is consumed straight from the tube, like an energy gel.
This versatility is part of the proposal. More than a substitute for conventional coffee, the product presents itself as an alternative for times when traditional preparation is not viable.
Price and validity
On the brand's official website in normal, the tube of coffee costs 17,95 euros — around R$ 115,58. The price may seem high, but each tube yields around 20 doses, which reduces the cost per cup.
The company informs that the product can be stored for up to 12 months if kept correctly closed, without the need for refrigeration.
Caffeine content
One of the most frequently questioned points is the amount of caffeine in such a concentrated product. The answer varies, as it all depends on the dose used.
The company says each five-gram serving has about 47 mg of caffeine. For comparison, a regular espresso has about 63 mg.
This means that, depending on how it is prepared, a coffee can have more or less caffeine than an espresso. It all depends on the amount used in the mixture and the type of liquid chosen.
Divided opinions
The flavor is the point that generates the most debate. Some reviews point out that the product is too sweet, while others think the opposite. Some say that the coffee is too strong, and others would like a medium-roast version.
Some consumers have tested its use in recipes and reported mixed results. One of the most curious reviews comes from someone who spread the paste on toast and found it to taste “horrible.”
Still, many praise the practicality and recognize that the proposal can be useful, especially for athletes or people who are in environments without easy access to traditional cafes.
Audience
While anyone can try it, the campaign seems to be targeting a more adventurous audience. Images and testimonials suggest that mountaineers, athletes and travelers are the most interested. People who need energy but don’t always have a hot cup of coffee nearby.
The idea is still new and may seem strange, but it has attracted curious people and coffee enthusiasts. Whether due to its innovation or ease, tube coffee is a different — and practical — option for those who don't want to give up a good dose of caffeine, wherever they are.
With information from Xataka.
