The instant coffee aisle tells a clear story: Australians want convenience. But at what cost to quality?
Full Spectrum is tackling a challenge that's been brewing for decades: can instant coffee actually taste good? Our new YouTube series documents this journey from the ground up, starting with a simple question - why even try?
The Instant Coffee Problem
Walk into any supermarket, and you'll find the instant coffee section dominates the coffee aisle. This isn't by accident. For many Australians, the choice between convenience and quality has become a reluctant compromise.
Meet Sarah and Mike
Through our research, we've identified two distinct coffee lovers caught in this compromise:
Sarah represents the convenience-focused coffee drinker. She wants good coffee but refuses to deal with complicated equipment and barista skills. Her kettle works fine - the coffee just tastes awful.
Mike, on the other hand, loves his daily café flat white but at $7+ per cup (that's $1800 yearly just on weekday coffees), the cost-of-living squeeze is forcing tough decisions.
Behind the Scenes: Our First Attempt
In Episode 1 of our YouTube series, we take you inside our Coffs Harbour roastery for our first attempt at freeze-drying specialty coffee. The results? Let's just say there's a reason this is a five-part series.
What's Next?
Episode 2 will dive deep into the economics of specialty instant coffee - why it costs what it costs, and how we're approaching the challenge differently.
Subscribe to our YouTube channel to follow the full development process, or sign up for our newsletter to get behind-the-scenes insights delivered straight to your inbox.
Have thoughts about instant coffee? We'd love to hear them in the comments below.
