Are you finally ready to ditch those pesky coffee grounds and clunky brewing gear to simplify your on-trail brew routine without sacrificing quality and flavor? Meet No Normal, the innovative coffee brand that's shaking up the outdoor beverage scene with their game-changing coffee paste.
Specifically crafted for outdoor adventures, No Normal’s groundbreaking Swiss-made coffee paste is lightly sweetened with organic Swiss beet sugar and packaged in a convenient, resealable aluminum tube that is lightweight, packable, and fully recyclable.
Simply squeeze the paste into your drinking vessel, stir in hot water, and watch it dissolve into a strong, rich roast with delicious notes of chocolate, nuts, and a subtle hint of caramel. Then—enjoy.
“No Normal is a reminder to be you; unapologetic, honest, kind, generous, and in tune with nature,” explains co-founder Philippe Greinacher, capturing the spirit behind this refreshingly original product.
Brought to market by Philippe and his lifelong friend, adventure companion, and now co-founder, Alexander Haberlin — No Normal was born from their shared experiences in the great outdoors and the realization that existing coffee solutions often fell short.
Despite no previous experience in the food and beverage industry, the Switzerland-based duo leveraged their e-commerce expertise and passion for nature to create something genuinely innovative.
“Swiss products have a reputation for being high quality, reliable, premium and to be more than one thing only (see Swiss Army Knife),” explains Philippe. “We wanted to bring these values into our product as well, and we believe we are on the right track.”
While the caffeinated creatives initially set out to optimize the process and minimize the headache of crafting a delicious backcountry coffee, it didn’t take them long to realize that their product had more of that Swiss Army Knife appeal than first meets the eye.
“When we tried the first prototype in the late summer of 2023, we tasted it as a drink, which was already really nice and smooth,” explains Philippe. “Then, I licked the paste off the spoon and immediately went and asked Alex to bring some bananas, cookies, and chocolate – we needed to try it as a spread.”
“That moment showed us that beyond the drink, there was a real possibility this could be eaten as well, and that people would enjoy it this way,” smiles Philippe. “It was so different to anything we ever had— we were confident people would want to try this too.”
They were right.
Since launching in January 2024, No Normal has quickly gained a loyal following among adventurers worldwide. The versatile coffee paste has accompanied explorers on epic journeys—from Himalayan climbs to record-breaking Amazon expeditions—and has even earned recognition with three prestigious awards at ISPO Munich, the world's largest outdoor event.
“More than we love our coffee, we love hearing about the incredible adventures our customers undertake,” Philippe beams. “We've been part of world-record expeditions, Himalayan climbs, global camping trips, PCT runs, and, right now, two women are rowing from Peru to Australia with our coffee.”
The coffee paste's convenience, versatility, and exceptional taste set a new standard for adventure-ready products. “You can store it at room temperature—no refrigeration needed, unlike most concentrates. You can eat or drink it; there’s no gear required—no pots, power, or batteries—no messy wet grounds or filters. Keep it in your backpack all season, and it won't spoil,” Philippe emphasizes.
Disrupting the coffee world hasn’t been without challenges. Philippe notes, “The biggest learning for us was how emotionally people defend their coffee rituals. By doing something different, we disturb a natural order.” But shaking up the status quo is precisely what No Normal aims for.
“What sometimes seems to be forgotten is that coffee has been available commercially for over 500 years,” laughs Philippe, “and we can pretty much guarantee that the way anyone enjoys their coffee today, is not the same as it was consumed 500 years ago.”
But for No Normal, the scales continue to tip in favor of love for the product and Philippe admits that one of the greatest rewards of their innovative start-up is hearing the overwhelming enthusiasm from satisfied customers.
“We love seeing how happy people are with our product and sharing their experiences with us,” beams Philippe, who proudly shares that he and Alex personally handle customer emails, experiencing firsthand the joy (and occasional critique) their innovation inspires.
Sustainability is also central to No Normal’s ethos.
“We have a pretty ambitious target of becoming one of (if not the) first carbon negative coffee companies out there,” says Philippe. As it stands, their packaging is easily recyclable, and from summer onwards, their tubes will be crafted from pre-consumer scrap aluminum.
“Shipping boxes are made from FSC-certified American wood, coffee beans are fairtrade-certified, and the sugar is organic Swiss beet sugar.” Philippe sums it up: “We are putting sustainability at the heart of everything and hope to make our children proud with our actions.”
Outside their coffee innovation, Philippe and Alex enjoy their roles as family men, frequently exploring Switzerland’s stunning outdoors. “We are fortunate to live in Switzerland—it’s an outdoor lover’s paradise,” Philippe says, continually inspired by their surroundings.
Looking ahead, No Normal enthusiasts can anticipate exciting new flavors and sizes soon, and—if enough people prod them— an unsweetened version, too.
Philippe’s advice to aspiring innovators embodies the No Normal spirit: “Don’t think big. Think suuuuper small! Ask questions, show your prototypes, and inspire potential customers to try them out.”
At its heart, No Normal is more than coffee—it’s an adventurous rebellion, a delicious reminder to live boldly, sustainably, and entirely without apology.
Ali Becker is a freelance writer and adventure storyteller who relishes time spent in the great outdoors. When she isn't hiking, biking or trail running in the mountains, you can find her working as a wellness guide, empowering women to thrive through every cycle of their lives. You can keep up with her latest adventures at @thisisalibecker on Instagram.
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