saw the kitu on the table and cringed. relieved you both rated it so low because i hated it. i started to care more about coffee when "bulletproof coffee" wasn't yet a brand+product & was a mere concept+practice but i've only grown more disturbed by functional coffee trends. coffee itself seems to take a backseat to potion-like effects but still the drink clings to being a coffee beverage -- as if being coffee *flavoured* is the real attraction. i used to make a pre-workout protein shake with instant coffee for a caffeine boost and never in my life would i tell someone that it's coffee. i think i would mind these drinks less if that were the case but then the goal-posts also shift with it. i think if kitu was next to a monster energy coffee on the shelf, i'd either have the monster or no coffee.
Totally agree. I think the functional coffee space lends itself to marketers who pretend to be passionate about coffee instead of people who are actually passionate about coffee. The coffees are typically poorly sourced and more of a caffeine delivery system than anything else. And the "functional" ingredients are untraceable and I suspect, useless. The whole space seems to be an information arbitrage play and nothing more.
Another great video, I can vouch for the purple label. Incredible.
Replacing the AC with cold brew coffees? 🤔 Genius.
Cadbury ham >__
For a limited time only!
saw the kitu on the table and cringed. relieved you both rated it so low because i hated it. i started to care more about coffee when "bulletproof coffee" wasn't yet a brand+product & was a mere concept+practice but i've only grown more disturbed by functional coffee trends. coffee itself seems to take a backseat to potion-like effects but still the drink clings to being a coffee beverage -- as if being coffee *flavoured* is the real attraction. i used to make a pre-workout protein shake with instant coffee for a caffeine boost and never in my life would i tell someone that it's coffee. i think i would mind these drinks less if that were the case but then the goal-posts also shift with it. i think if kitu was next to a monster energy coffee on the shelf, i'd either have the monster or no coffee.
Totally agree. I think the functional coffee space lends itself to marketers who pretend to be passionate about coffee instead of people who are actually passionate about coffee. The coffees are typically poorly sourced and more of a caffeine delivery system than anything else. And the "functional" ingredients are untraceable and I suspect, useless. The whole space seems to be an information arbitrage play and nothing more.