This company of coffee roasters, food scientists and entrepreneurs has analysed the molecular compounds in your coffee, and created a ‘coffee blueprint’ to design what they call the perfect cup of coffee – without using any coffee beans whatsoever.
Co-founders of Atomo, Jarret Stopforth, a radical food scientist, and serial entrepreneur, Andy Kleitsch together have over 40 years’ experience in their respective fields, and are full of beans when it comes to their ideas, although their coffee is not.
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Atomo analysed the molecular flavour compounds and uses sustainable ingredients.
‘I love coffee, but every day I was adding cream and sugar to mask coffee’s bitter flavour,’ says Stopforth. ‘By replicating the taste, aroma and mouthfeel of coffee, we’ve designed a better-tasting coffee that’s also better for the environment.’
The company produces ground coffee granules which it claims looks and tastes like regular, bean-produced coffee.
Image supplied/Atomo
The company has gone for a pop-art style for its bean-free coffee campaign images and designs that it hopes will shake up the market, and the future of coffee.
Atomo claims that along with tasting better, its coffee is also better for the environment.
‘We believe we have a moral obligation to stop harmful coffee farming practices, but none of us want to stop drinking coffee,’ said CEO, Kleitsch. ‘Atomo’s technology can halt the need for further deforestation by reducing the demand for coffee beans.’
The team will also be bringing out a range of your favourite coffee varietals – Colombian, Ethiopian, Kenyan, and even decaf. It will be selling directly to customers and via Amazon.
