No Normal Coffee: Squeeze, Stir, Sip

Coffee is a staple of most of my rides. The mandatory cafe stop is something I look forward to almost as much as the ride itself. There's something about getting some miles in the legs and then stopping for a well-earned rest coupled with my favourite drink and a sweet treat that appeals to me and many others.

The problem is that most of my rides don't pass through towns or cities where coffee shops can be found on most corners. In the woods and along the UK bridleways there are seldom shops of any description, much less hipster baristas serving specialty flat whites. Because of this, I've taken to carrying an Aeropress to brew my mid-ride coffee from grounds and water that I've carried along for the ride, even if it's only for a single cup. Am I obsessed with this mid-ride coffee ritual? Perhaps.

Alas, an Aeropress takes up valuable room in my bikepacking setup and it's often a toss-up between bringing a camera or allowing myself the coffee kit. Occasionally, the coffee kit wins but more often than not it's the camera that champions, and comes along for the ride. Being a freelance photographer is impossible without a camera but still possible without coffee. So, the choice is made and my beloved caffeine hit is replaced with—brace yourself—instant coffee.

This is where No Normal positions themselves, for those people like me: an answer to the problem of having to resort to tasteless—or worse—bitter, instant coffee. Their toothpaste-like tube is filled with a coffee paste that promises an actual taste profile with hints of chocolate, nuts, and caramel and bridges the gap between taste and convenience.

Who Are No Normal?

Hailing from Switzerland, No Normal markets itself as an outdoor brand. Alexander and Philippe are big fans of being outdoors. A look through their site's blog is enough inspiration for several months—showing trips of all kinds from vintage rallies to hiking. It was on one such trip that Alexander and Philippe began the concept of No Normal. Like me, they'd reached their coffee stop. The spot was a summit in Verbier and as Philippe dug for his instant coffee, Alex began setting up his Moka pot. It's the same story described— when you are faced with the choice between taste and convenience. As they say, the rest is history. Coffee that can be made in an instant, but isn't any typical instant coffee.

The Process

You see, dehydration and freeze-drying, or spray-drying processes associated with true instant coffee result in a dramatic loss of flavour. Combined with typically lower-quality beans used to make instant coffee there's no wonder the spoonful of brown crystals you mix with your water could ever match the same goodness from a coffee shop. No Normal does it slightly differently. Instead of dehydrating, they opt for concentrating. The process is relatively familiar to anyone who makes their coffee at home:

Roasting: Beans are taken and roasted. No Normal currently only offers a 'dark roast', a profile usually associated with a deep and bold flavour in the final cup.

Extracting: At home, this happens when pouring hot water through the coffee, whether in a regular coffee machine, a V60 pour-over, an espresso machine, or whatever else you enjoy. No Normal does this on an industrial scale.

Concentrating: This is where things veer away from what we might be used to domestically. The delicious coffee produced is then evaporated to result in a unique moist paste which is: No Normal.

Packaging: It's into the tubes and out to the world.

No Normal is sustainable in its approach by attempting to source as much as possible from Switzerland, minimizing transportation. Of course, the Columbian Arabica beans, which make up the bulk of the ingredients, aren't local, but they are Fairtrade certified, which is very important. Their innovation hasn't gone unnoticed after taking a recent ISPO Award in 2024

The Blind Taste Test

The measure isn't only against my tastebuds but also against all of my other mid-ride coffee options. It came down to No Normal pitted against a specialty Aeropress brew and instant coffee granules. The taste test was simple: My wife would brew three cups in identical mugs and pop them on the table in front of me. Then I'd try to figure out which was which, oblivious to which cup was which. Which cup of joe would be more pleasant?

It should be said, this is not quite an apples-to-apples comparison. Sure, they're all coffee, but the outcome should be obvious. The instant would be the most convenient, turning into a liquid drink immediately as the water is poured on, and should taste the worst because of the quality and processing. The Aeropress brew would be made from freshly ground beans, precisely weighed, and meticulously timed which should lead to the most pleasing taste of the three but take the most faffing about. The No Normal cup should sit somewhere in the middle—being tasty, but not as tasty as the Aeropress. I decided that if this is the case, then No Normal is a success; it delivers a better taste than instant and more convenience so would be worth taking with me on future trips.

The cups were placed in front of me and for a moment I felt that I ought to be wearing a white jacket and safety glasses while conducting this lab experiment. I had no idea which cup was which. They looked the same, even in the direction that the handles had been pointed for me. Taste would be the only discerning factor to differentiate them.

I lifted each in turn to my nose, inhaled, and then sipped, going back and forth between the three to double-check my initial impressions. At first, it was surprisingly difficult to tell the three apart. All three were piping hot and I could only sip tiny bits at a time. However, as they cooled and became more drinkable, it was revealed to my tastebuds which was which. As expected, the instant coffee was identifiable by its lack of body. Tasting more like warm water than coffee, the only redeeming feature was that it had a smooth mouthfeel with a lack of acidity and sweetness but thankfully not overly bitter. Moving to the second cup showed a stark contrast. An undeniable sweetness gave away that this was No Normal. The added beet sugar came through clearly. Otherwise, it wasn't too far away from the final cup which was—of course—the ground coffee brewed in the Aeropress. This gave a sourness to the edges of the tongue which was a definitive clue that this was the most complex of all the coffees brewed.

After a double and triple check, I gave my thoughts to my wife who revealed that, rather thankfully for my pride, I'd got them all right. I asked her to taste each and see if she could taste what I'd spotted and she confirmed the same thoughts.

How differently they taste is, of course, a matter of personal preference. I prefer a light to medium roast with green notes. My wife, on the other hand, prefers a dark full-bodied roast with notes of chocolate and hazelnut. Everyone's coffee preferences run the entire spectrum. During a few following rides, many friends tasted the coffee and each remarked that No Normal “wasn't bad.” In the UK this commonly means “Yeah, I'd drink it again, cheers for making it,” and it's more or less how I'd sum up my thoughts of the taste.

On The Ride

Where No Normal shines is out in the real world. It's undeniably convenient. The size and form factor easily fit into those smaller pockets of my bikepacking bags or even the leg pockets of my bibs. With the unusual aluminum tube packaging, No Normal has made itself equally convenient as instant coffee strictly based on form factor. There's no need for refrigeration, but unlike instant granules, No Normal will not blow away in a strong wind. It's easy to squeeze out the correct amount you need without having to use a spoon, at least for dispensing as the paste is quite defiant at first, taking a few moments to warm up and mix with the water. You may notice a slight chalky mouthfeel and noticeable sediment left at the bottom of the cup. Not a deal breaker for me, but an observation for those purists out there.

No Normal says they're better than instant because you can also consume the coffee straight from the tube if desired, however, they recommend spreading it on a biscuit or a banana. Check out their blog for other ideas. Personally, this wasn't for me. It turns out that I like my coffee in liquid form but not when it's slathered on a banana.

Having popped my gas burner, miniature stove, and a No Normal branded mug into my bags, I headed out for another ride along my local bridleways. A short journey in the cold weather simply to be outside. No measuring miles, no keeping to a pace; just the simple pleasure of spinning the legs and letting the mind wander. This feeling is what I'm searching for on the majority of my rides now. The peace of a gentle gravel ride is always welcome—as is the obvious coffee stop you were expecting me to mention—however, I now reached a familiar picnic table along my track. Sometimes it's occupied and I head further along but this time it wasn't. I had the place to myself. The burner was on, the water boiled, and—as awkward as it sounds— the tube squeezed. I had my enjoyable cup of coffee in the middle of nowhere. Not a cafe to be seen on any horizon, only the birds flying in the sky and my enjoyable cup of coffee. This simple pleasure and the perfect reason to be a fan of No Normal.

I've yet to take No Normal on a serious, multi-day bikepacking trip but I can certainly see a place for it. Each tube is equivalent to about 20 cups of coffee, depending on how much you squeeze out. That is more than enough for most riders over a long trip.With the bonus of having a quick coffee whenever you want.

Instantly Better Than Instant

With plenty of caffeine coursing through my veins, I can tell you that No Normal certainly does what it sets out to do. It's extremely convenient and better tasting than any instant granules on the market. The 100g tube costs $18 USD each or can be bundled in packs of three or six for extra savings. $1.20 per cup is less than anything you'll find at a coffee shop. It's obvious, that No Normal will not completely replace my Aeropress, but when space is at a premium—I'll take No Normal over Nescafe in an instant.