launching a low-caffeine coffee company
LOS ANGELES According to the National Coffee Association, millennials, who consume the most light coffee, are spearheading a quiet push in the US toward lower-caffeine coffee. Startups like Buzz Lite, based in Los Angeles, are establishing a market niche for those who appreciate coffee’s flavor, aroma, and ritual but don’t want to experience any jitters or crashes.
Specialty low- or no-caffeine coffee appeals to a desire, especially among younger customers, to limit intake of strong narcotics while still enjoying the social benefits of consumption, much like the rise of low- and no-alcohol craft beers and spirits in recent years.
Earlier this year, Buzz Lite made its debut with its iconic Microdose Roast product, which comes in whole-bean and ground forms and has 10% caffeine, or 20 mg, per serving. The idea was spurred by the growing trend of microdosing psychedelic drugs, which has been linked to increased creativity and mood with less negative side effects. Andrew Cooper, a marketing expert who has worked with Bonobos and WeWork in the past, started the company as a “pandemic project” a few years ago after going through an overcaffeination incident he likened to “a bad tequila night.”
In recent years, companies that sell coffee substitutes have made customers aware of the possible advantages cutting back on caffeine may have for their cognitive and performance. One example is Mud\Wtr, which has a small amount of caffeine equivalent to a cup of coffee and features masala chai, cacao, and mushrooms. A blend of organic roasted figs, chicory root, dandelion root, lemon and orange peels, and carob make up Mellow Rooster, which is free of caffeine.
“I came to the realization that there isn’t a brand that possesses low caffeine and is attempting to create something unique and captivating,” stated Mr. Cooper. “It felt like an opportunity because my background is entirely in brand development and company and messaging development.”
Colombian beans from responsibly managed farms are used in Buzz Lite Microdose Roast, which comes in compostable sachets. The company decaffeinates the beans using a method called “the tastiest and most natural way,” according to Mr. Cooper, which involves using sugar cane to produce an ethanol molecule. (Switzerland Water Process, which eliminates caffeine without the use of chemicals, is another method that specialty coffee roasters highly recommend).
“Decaf is stigmatized,” he remarked. The proverb “death before decaf” and other catchphrases like “hustle harder” are prevalent.
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However, research indicates that younger customers are becoming more interested in decaf coffee. The global market for decaffeinated coffee is expected to reach $2.8 billion by 2027, according to a report released last year by Grand View Research, a San Francisco-based market research company. This represents a compound annual growth rate of 7%. The National Coffee Association data indicating that two-thirds of millennials surveyed intended to cut back on caffeine consumption was also mentioned in the paper, supporting the increased knowledge of the detrimental physiological effects associated with caffeine.
“Those who currently drink coffee are our customers,” Mr. Cooper stated. “Yeah, there are those like me who are sensitive to caffeine and drink less of it all the time, but most people are people who need that morning boost and then want something in the afternoon that will give them sustained energy without making them jittery, anxious, or unable to sleep.”
According to him, Buzz Lite has also grown in popularity among athletes, doctors, and new and expectant mothers. Although buzzlitecoffee.com is the only place to purchase the product, Mr. Cooper eventually wants to distribute to specialized shops, supermarkets, and cafés. Other forms, including a ready-to-drink cold brew with less caffeine, might also be tested by him.
He remarked, “In terms of finding the right dose for people, I see this as a caffeine company.” “At the moment, I prefer the idea of Microdose Roast and 10%, but depending on the person, the day, and the time of day, there are also other amounts that would be better for them. Thus, that is also included in the roadmap. Which more levels do we wish to pursue?