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Genecis Bioindustries has launched Mad Coffee, a new instant iced coffee brand using the company’s proprietary LyoExtract technology.
The product aims to offer a fast, barista-style coffee that dissolves in water or milk within three seconds, eliminating the need for machines or filters.
Mad Coffee is made from 100% Arabica beans sourced from farms in Colombia, Ethiopia and Yunnan. It comes in four blends – Classic Cold Brew, Americano, Vanilla Caramel and Single Origin Espresso – packaged in compostable single-serve 'MadCups'. Each cup can be stirred into 8oz of hot or cold liquid, with no preparation or refrigeration required.
The LyoExtract process involves flash-freezing freshly brewed coffee at -45°C to create dissolvable crystals, preserving flavour and aroma. The technology was developed in collaboration with André Eiermann, 2017 Swiss Barista Champion, and Alina Alexeenko, an expert in freeze-drying and NASA partner.
Luna Yu, CEO and founder of Mad Coffee, said: “With Mad Coffee, we’re able to blend the core needs of our customers – those seeking bold flavour and aroma, convenience and affordability – with advancements in technology in the coffee space".
"Building on the success of Mad Tea, Mad Coffee reflects our continued commitment to elevating moments in our daily routines, making it easier than ever to enjoy premium, café-quality coffee on the go.”
André Eiermann added: “Instant coffee has come a long way – from a quick caffeine fix to a new generation of barista-style beverages you can prepare in seconds. I loved seeing how Mad Coffee approached this shift with small batch roasting, community lot sourcing, and fun cold brew options like their Vanilla & Caramel, which brings one of America’s favourite flavour profiles to life in an instant.”
Mad Coffee is currently sold in 12-cup packs through the brand’s website. Beginning mid-July, the Classic Cold Brew and Americano varieties will roll out nationwide at more than 400 Sprouts Farmers Market stores, priced at $14.99 for an 8-cup pack.
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