New Sudden Coffee Packaging / New Formula?

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.

More Information

• My original review + video + unboxing

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