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THE FOURTH WAVE HAS TO BE FUN
The growing affordability of machines, the increasing unaffordability of frequent purchases from coffee shops, and the shift to greater at-home consumption during and post-pandemic have all been helpful in building a bourgeoning market for pods. So beyond not killing the planet (Grind has grabbed that one) how to truly innovate?]
Like Grind, there’s a number of brands globally looking to bring a cheekier, younger and crucially eco approach to pods, and making the experience of shopping for them, way more fun. Singaporebased brand No Harm Done says its tapping into the new ‘fourth wave’ of coffee with its products. During the third wave of the 2000s, consumers became more aware of what good coffee is. During the fourth wave, with quality now a given consumers want to have some fun, says the brand, with products presented in a more light-hearted manner. New flavours are a part of this, it says.
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In a brand overhaul, it replaced its westernstyle flavours last year, with more locally inspired and locally grown coffees with an Asian-spin. They include Gula Melaka Kopi (with caramelised coconut sugar), and Choco Kopi (coffee with a chocolate infusion). Its pods are also fully compostable.
UH OH, THE CELEBS ARE HERE
Is the true sign that a category is on the up when a celebrity arrives, much like when a Starbucks arrives on your local slightly-crap shopping street? I mean, it’s not that they’re a shining endorsement, but it does mean that they smell money. Which is good. YouTube darling Emma Chamberlain, has recently expanded her Gen-Z coffee brand to include pods. Surely that’s a category endorsement? Of course, they’re compostable. Chamberlain Coffee launched in 2020, but the pods were only added in late 2022. In common with No Harm Done and Grind, the packaging is bold, colourful and playful, aimed at speaking directly to a Gen Z consumer who yes, wants the best quality coffee they can get… thank you very much, but isn’t taking life too seriously. And they want to save the planet too. Or at least, f*ck it up a little less.
