This May sees the arrival of Unconform, a new voice within the UK’s growing coldbrew coffee movement. The central thinking behind the 3-strong range is to blend flavour and function together to create delicious brews with added nootropics with clear functional benefits. In its first incarnation the range will be made up of a Flat White that aids consumers with cognitive support (focus), a Salted Caramel Latte with added gut health benefits and a Mocha that supports healthy skin, hair and nails.
Yusuf Amanullah, Unconform’s founder works in big institution finance, a role that entails long hours and plenty of coffee consumption. Old school coffee left him feeling hyper for 20-30 minutes followed by inevitable energy crashes, jitters and stomach aches. Iced coffee was seen as a potential alternative, but in truth was more akin to a sugary coffee-flavoured milkshake than a serious coffee failed to fill the void.
Unconform takes Impact Coffee’s clear functional beverage learnings but creates three distinct offers (Mocha, Flat White and Salted Caramel Latte and assigns them each clear functional benefits via the addition of clear nootropics upsides.
The Unconform demographic is very clear targeting is health-conscious individuals facing long, busy days that are physically and mentally taxing.
