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.
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)
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.
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. Unless I am drinking tea at Té Company, of course.
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:
More Sudden Coffee Instant Coffee Packaging Pics
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.