FOOD NAVIGATOR – INTERVIEW

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FOOD NAVIGATOR – INTERVIEW

High Brew CEO David Smith recently sat down with the folks over at Food Navigator USA for an interview. Here’s an excerpt:

The manufacturer of a ready-to-drink coffee beverage line looks to snag some market share from category-leading Starbucks with a cold brewed line that’s more about the flavor of coffee than masking it with milk and sweeteners.

“RTD coffee is a $1.4 bn category that’s 80% Starbucks,” High Brew Coffee cofounder David Smith told FoodNavigator-USA during Expo West, where Austin, TX-based High Brew debuted four RTD cold brew coffee flavors sweetened with a blend of stevia and cane sugar. The brand will roll out nationally at Whole Foods on March 24.

“I don’t understand how the RTD coffee category is so driven by milk,” Smith said. “I love coffee; I don’t want sugar and milk, but that’s what most of those drinks are,” he said. “We’re the antithesis of that. We developed High Brew to make strong coffee with  a touch of cream and sugar.”

Coffee beverages should be about the coffee, not the add-ons Unlike traditional iced coffee, which is brewed hot and poured over ice, cold brew coffe is made by steeping coffee grounds with room temperature water for 12 to 24 hours before pressing and filtering the coffee. Because heat extracts the majority of bitterness and astringency that’s characteristic of hot-brewed coffee, cold brew is significantly less acerbic.

“The end result is 67% less acidic product that’s also richer in caffeine and antioxidants because they haven’t been degraded as they would be when heated,” Smith said Indeed, an 8-ounce serving of traditional coffee has 75 mg caffeine, while High Brew’s 8-ounce beverages contain 138 mg (except for the double espresso variety, which contains 150 mg caffeine).

READ FULL INTERVIEW HERE

Showing 10 comments
  • Stephen
    Reply

    This sounds like a caffeine crash waiting to happen. Too bad your process doesn’t include a low caffeine option.

    • April Riggs
      Reply

      We appreciate any and all suggestions for new products, so thank you for chiming in about a low-caffeine cold brew.

  • Lizzie
    Reply

    Love your product, don’t change a thing!

    • April Riggs
      Reply

      Now that’s love.

      Thanks for the being a fan, Lizzie!

  • Sara
    Reply

    Can I just say that I have been searching for exactly what you promised in your forum here…. coffee that isn’t masked by milk and sugar but rather robust coffee with a pleasant and perfect tinge of sweetness…AND YOU DELIVERED.

    I’ve had dunkin donuts, Starbucks, and even a Nespresso machine…your cold brew is outstanding and perfect and has just the right amount of caffeine. THANK YOU!

    • April Riggs
      Reply

      We could listen to you go on and on all day, Sara.
      What’s your favorite flavor?

      Thanks for being a fan!
      April

  • Kallie Tatlis
    Reply

    Perfect amount of caffeine to start my busy day. And I only need one! No jitters, no crash, lovely flavor:) although the price point is higher than I’d like it to be for an 8 oz drink- I’d say you’ve done well considering I’ll pay it! Haha. Do you have an internship program?

    • April Riggs
      Reply

      HIGH Kallie!
      Thanks for the sweet comments. We have a NO CRASH policy around our office, so we’re pumped that we get to help fuel your day!
      Currently High Brew Coffee does not have an Intern Program, but feel free to email your resume to us at Consumers@highbrewcoffee.com.

      Have a great day!
      April

  • Jill Bianca
    Reply

    Love your coffee, however there are often chunks at the bottom of the can. It’s so gross to have that as your last sip of your favorite coffee!

    • April Riggs
      Reply

      Hello Jill,
      We’re sorry that you’ve had this experience with our products and would love to get more information from you. Please email us at Consumers@highbrewcoffee.com.

      Thanks,
      April

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