Instant coffee returns with a difference – Daily Business Magazine

Back to basics: coffee in a sachet

An Edinburgh bean roaster is putting quality into a quick cuppa, writes TERRY MURDEN

As coffee drinkers have learned to compute the variety of flavours, temperatures and delivery methods on offer from a range of roasted beans, the idea of just pouring water over a spoonful of granules has fallen out of favour. Instant coffee, however, is making a comeback and is promising a similar taste experience to the cafe-served variety.

The four-strong team at Edinburgh-based roaster Common Coffee have taken the bean portfolio back to basics and turned instant coffee into something worth craving again.

Made with 100% Arabica beans from Brazil and freeze-dried to lock in flavour, the team’s instant range
is ready in seconds and available in jars and sachets.

Instant coffee is having a major moment thanks to Gen Zs. According to data from the National Coffee Association, instant coffee sales rose 31% between 2023 and 2024. Truth Headlam reports for Bloomberg that much of the growth was driven by younger consumers who doubled their spending on instant in 2024 compared with 2022.

A number of big brands, such as Nestle and Taylors are getting in on the trend, some selling coffee bags in sachets, but now the speciality roasters are getting in on its growing popularity.

As the first speciality roaster in Scotland, Common Coffee has been developing its new instant brand over the past 18 months and after slow start it is now seeing some traction.

Jason Harvey, a New Zealander who moved to Scotland eight years ago, is the founder of Common Coffee and says sales are building through special events, such as golf tournaments and a private jet company. Otherwise, it’s aimed at people on the go, such as commuters and walkers.

Harvey, 38, says: “Instant coffee has always been popular but has tended to be low quality. What we are doing is filling a gap between the two.”

Apparently, instant coffee originated in New Zealand, so Harvey is carrying on a tradition by evolving the product for the next generation.

His team develop the flavours in their Edinburgh roasting house and it is produced in batches by a New Zealand company.

Common Coffee is now looking to break into the US market within the next month.

“It is really exciting,” says Harvey. “These are early days but we are on a similar journey as the coffee pod manufacturers who took some time to get up and running.”

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