Unconform releases the future of fine yet functional coffee
London Coffee Festival has been and gone but Unconform’s bold ambition 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,’ burns brighter than ever.
From the outset Yusuf Amanullah and his team were determined to advance the coffee appreciation story by filling a clear gap in the marketplace; creating a discerning three-strong cold brew coffee offer that unashamedly 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.
While there’s no escaping that iced coffee is a significant mover and shaker with 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.
Where Unconform goes the extra distance is via the welcome addition of beneficial nootropics underlining a recent Food Manufacture report that highlighted how today 72% of consumers were more likely to buy something it included clear functional health benefits.
According to Unconform founder Yusuf Amanullah: “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. 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!”
