Unconform says its ambition is to ‘bridge that gap between hoity-toity coffee that very few people actually like, and the coffee drinks that are basically ice cream milkshakes with a tiny bit of cheap coffee’.
From the outset they were determined to advance coffee appreciation by filling a clear gap in the marketplace: creating a three-strong cold brew coffee offer that gave equal billing to great taste and functional benefits.
- A Flat White for the mind to help you “Do Good” work to the best of your ability (Flat White with Ashwagandha, Ginkgo Bilboa & Vitamin 12)
- A Salted Caramel Latte for the gut to “Be Good” to your body (Salted Caramel Latte with Inulin and Turmeric)
- A Mocha for hair, skin and nails to help you “Look Good” and healthy (Mocha with Niacin & Biotin)
Whilst there’s no escaping that Iced Coffee is significant in UK Generation X coffee circles (£300m category), the intense heat process employed involved in its production creates an unmistakable harsh, bitter taste that needs to be tempered with sugar, synthetic sweeteners or contrived flavourings.
In stark contrast, the more respectful Cold Brew process of steeping quality coffee grounds in cold water for 12-24 hrs results in a stronger, velvety smooth, balanced flavour that’s devoid of any aforementioned bitterness and acidity.
Unconform goes the extra distance by adding beneficial nootropics, underlining a recent Food Manufacture report that highlighted how today 72 per cent of consumers were more likely to buy something it included clear functional health benefits.
“As someone who worked long hours in finance I drank far too much sub-standard coffee which made me hyper, jittery and deeply uncomfortable (stomach cramps) in equal measure,” said founder Yusuf Amanullah. “I quit drinking conventional coffee before being seduced by cold brew, although I couldn’t help wondering what would happen if someone took ownership of a vegan leaning (oat milk) coffee capable of traversing both the functional drinks and cold coffee cabinets. Today I wonder no more as Unconform has come of age!”
