I noticed in my new order of Sudden Coffee that their marketing materials had been upgraded since my first order. I suspect there is also a new formula that allowed them to lower their prices.
Sudden Coffee tubes and canvas pouch bag
Here are the things that I noticed from my package contents:
- Very nice cardstock on the images.
- Feels premium. They spared little expense for this marketing collateral.
- The “Desk Cat” is cute but not helpful. I’d prefer a box I could stand them up in my pantry, like with the Matcha Ninja instant matcha packets.
- Same or similar stickers: lightning coffee cup logo, etc.
Printed Material for Biftu Gudina (Ethiopia)
FRONT: Ethiopia
BACK: Ethiopia, this is the Biftu Gudina
FRONT: Coffee trivia
BACK: Coffee trivia
Possibly New Sudden Coffee Formula or Method
Since my first order many months ago, the coffee “test tubes” are now entirely wrapped in a red sticker.
Test tubes of Sudden Coffee from Biftu Gudina (Ethiopia) that I received
I dislike this red sticker all the way around because it makes it more difficult for me to know how much is inside. Sometimes I only want a half of a cup.
I can imagine why they did this: the tubes are not completely filled with organic matter, so they do not want you to get your product and feel (like a bag of potato chips) that it is half-empty.
I don’t have any of the old Sudden Coffee tubes, but based on my old pictures, it appears this might be a more concentrated recipe.
Two photos of the crystals from my shipment:
I poured out one entire tube
Closeup of the coffee crystals or magical sprites from Sudden Coffee
More Sudden Coffee Instant Coffee Packaging Pics
“Beans” the coffee cat! I tore him out
Conclusion
I still enjoy drinking this. It would make sense that they changed the formula to get pricing from $6 down to today’s $2.37 (based on a price of $19 for 8 tubes). This is the Biftu Gudina (Ethiopia) and let’s see how much organic matter is in the next one.
