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BY VASILEIA FANARIOTISENIOR ONLINE CORRESPONDENT
Photos courtesy of No Normal
No Normal, a Swiss startup founded by Alexander Häberlin and Philippe Greinacher, has launched its first product: a coffee concentrate in a tube. This innovative product targets outdoor enthusiasts, offering a convenient and portable way to enjoy premium coffee on the go.
But what inspired this fresh approach to a timeless beverage, and what challenges did they face in bringing this idea to life? We sat down with Alexander to learn about the journey of the startup, the philosophy behind their product, and what’s next for the venture.
The Inspiration Behind the Coffee Tube
Alexander, an avid outdoor enthusiast, spoke passionately about the personal experiences that inspired the creation of No Normal’s coffee in a tube. “For years, coffee was an integral part of my outdoor adventures,“ he recalled. “Philippe and I would plan our trips around where we could enjoy a good cup of coffee, whether it was on a mountain peak or a serene bench overlooking a valley.“
However, as they delved deeper into more demanding activities like ski touring and trail running, the traditional coffee-making setup became a burden. “I used to carry all the gear—the Moka pot, grinder, beans, everything. But it was just too heavy and needed too much water,“ he explained. This impracticality, combined with the environmental concern over water waste, prompted Alexander and Philippe to rethink the approach to enjoying coffee outdoors.
Reflecting on the transition, he said, “There had to be a better way—something lightweight, convenient, and still delicious.“ This realization was the seed that grew into the solution of coffee in a tube, providing a high-quality coffee experience without the work of traditional brewing methods.
Diverse Paths to Innovation
Both founders of No Normal bring a diverse and complementary set of skills and experiences to their innovative venture. Alexander’s background is rooted in industrial design. He previously worked for consumer electronics brands and design agencies, where he developed various audio products such as headphones and microphones. His expertise also extended into brand space design, encompassing store design, interior design, and retail solution design.
Philippe has an equally diverse background. He initially studied law and then business management. Philippe’s career led him to the realm of advertising companies, and to be actively involved in incubators, particularly in Africa, where he was based for about 10 years. Interestingly, neither of the founders had prior experience in the coffee industry, which they viewed as a positive aspect.
“We were so green-eyed,“ Alexander remarked, referring to their fresh perspective on the industry. This lack of preconceived notions allowed them to approach the coffee experience from a unique angle, focusing on innovation and practicality without being constrained by traditional methods or expectations.
From Kitchen Experiments to Market Success
The development process of the product began with Alexander and Philippe experimenting in their own kitchen. Alexander recalled, “Our initial attempts were quite rudimentary. We quickly realized we needed professional expertise to bring our vision to life.“
They then collaborated with a renowned food development company in Switzerland. “Partnering with experts allowed us to transform our basic concept into a viable product,“ Alexander explained. The collaboration resulted in the creation of their first prototype, which marked a significant milestone in their journey.
Extensive testing followed, with the team going through about 15 recipe iterations. “We were committed to perfecting the taste and quality. Each iteration brought us closer to the ideal flavor profile we wanted to achieve,“ Alexander noted. The final recipe chosen was a dark roast with beet sugar grown in Switzerland, designed to provide a strong and enjoyable flavor, particularly suited for outdoor settings. “We wanted something robust and satisfying, something that would resonate with outdoor enthusiasts,“ he added.
I recently had the opportunity to sample No Normal’s coffee in a tube and was pleasantly surprised by it. It wasn’t overly sweet, and had a bold flavor that hits the spot. I also tried it spread on a slice of banana bread, and it added a delightful coffee kick to the treat. I look forward to bringing it along on my next camping trip to see how it holds up in the field.
ABOUT THE AUTHOR
Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.
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