The increasingly crowded $48 billion U.S. retail coffee market — with all its expensive lattes, cold brews and espresso drinks — hasn't left much room for the instant variety, an old kitchen favorite that's fallen by the wayside. One company is trying to bring it back.
San Francisco-based Sudden Coffee is giving instant coffee a much-needed makeover, doing so by taking beans from popular coffee roasters like 49th Parallel, Ritual Coffee Roasters and Saint Frank Coffee. Sudden Coffee dehydrates the coffee beans into a powder for later consumption, and the final product can be mixed with hot or cold water.
For as little as $24 per month, or as much as $85, subscribers can receive test tube-like vessels filled with the dehydrated beans, with each container as the equivalent of one cup.
You can trust co-founder Kalle Freese's taste in coffee, after all, he is a two-time Finnish barista champion and is also ranked as the ninth best barista in the world.
Because Americans love java and are particularly fond of specialty coffees, Sudden Coffee is "the first company at that intersection," Freese told CNBC in a recent interview.