Unconform’s innovative approach to cold brew coffee has emerged as a standout offering in a market increasingly populated by artisanal beverages. Launched with the intent to disrupt the conventional coffee scene, Unconform aims to blend sophistication with accessibility, appealing to a broad demographic. The company distinguishes itself through a commitment to exceptional taste and functional health benefits, creating three main products: a Flat White with Ashwagandha, a Salted Caramel Latte infused with Inulin and Turmeric, and a Mocha enriched with Niacin and Biotin. This strategic emphasis on both flavour and functionality resonates with a growing consumer trend towards beverages providing clear health benefits.
The booming popularity of cold brew coffee has been captured in both commercial and cultural contexts. Recent data suggests that this category, valued at approximately USD 3.16 billion in 2024, is projected to expand to USD 16.22 billion by 2032. The sector is experiencing a remarkable compound annual growth rate of 22.71% during this period, a clear indication of its acceptance among consumers who seek not only quality but also convenience. Cold brew's gentler brewing process, involving a careful steeping of coffee grounds in cold water over extended periods, results in a drink that is both smooth and lower in acidity compared to traditional iced coffee. This lack of harshness has made cold brew particularly appealing to the health-conscious, as it typically avoids the bitter taste often associated with other coffee types.
Unconform's founder, Yusuf Amanullah, articulated the transition from conventional coffee to cold brew remarkably well. He shared his own journey, stating, “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.” This insight informed his desire for a better option, ultimately leading to the creation of Unconform's unique vegan-friendly offerings that resonate with a modern, health-oriented consumer base. Notably, Amanullah emphasises that these drinks are suitable for both casual enjoyment and functional consumption, “capable of traversing both the functional drinks and cold coffee cabinets.”
The rise of ready-to-drink (RTD) cold brew has also been a significant trend, further driving demand within this sector. As consumers increasingly prioritise convenience, brands are innovating with packaging and product formats that cater to an on-the-go lifestyle. Cold brew coffee is not just a refreshing summer beverage but has grown into a year-round staple, earning its place alongside popular drinks such as iced lattes and coffee cocktails. This trend is bolstered by the evolution of coffee culture itself, with an increasing number of specialty cafés incorporating cold brew into their offerings, highlighting its versatility.
Moreover, the emphasis on sustainability in the coffee industry cannot be overlooked. Many consumers today are more conscious of the environmental implications of their purchasing decisions, leading to a rising demand for responsibly sourced and packaged cold brew. Unconform's innovative approach and commitment to quality positions it well within this context, appealing to a demographic that values both the taste and ethical implications of their drink choices.
As Unconform continues to gain traction, its recent accolades, including being finalists in TikTok’s first business funding competition and winners of the London School of Economics' pitch funding competition, underscore its potential for growth and impact in a spirited marketplace. In a world increasingly aware of health and environment-related initiatives, Unconform’s cold brews exemplify a fusion of taste, well-being, and sustainability that resonates with contemporary consumers.
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Source: Noah Wire Services