[brusch64]

I am the same.. as soon as something is a subscription model I am asking myself if I really want it.

But a cup of great instant coffee could be awesome. Especially when you are camping or on music festivals. These were the only times I was using instant coffee. If their price point stays the same you won't save much on their model.

From a price standpoint I don't know if there is something much cheaper than buying coffee beans and making your own coffee.

[zloof]

Can you elaborate on the earlier point above - what don't you like about the market positioning? (We aren't exactly going for Nespresso to Keurig, but really curious what rubs you the wrong way about that.)

Definitely won't save money compared to buying your own beans. It's the same as cooking - it's cheaper to grill a nice steak than buy one.

As a music festival goer - Sudden at festivals is about taste and speed. It tastes amazing. I usually pour it in a cold water bottle and shake it up (while in the middle of a performance) - really awesome. Definitely tastes better than festival coffee. Furthermore the coffee line at festivals is usually 30 minutes and they charge $5! This is obviously a personal pain point for me :-)

[brusch64]

Festival coffee is horrible. If you get one. Normally I take my own gas cooker with me (made some noodles too) and make my own instant coffee.

That's the only time when I'm buying instant coffee, but all the ones I've tried were bad or horrible.

To the Nespresso or Keurig model: it is the single serving in plastic tubes which rubs me wrong and which reminds me of these models.

I'd prefer something like a Nescafe glass with better coffee (and it can be really small, like 20 servings or something like that). More flexibel and less waste. But I understand that I may not be your target group and that the model right now is working much better for you.

And the Nespresso model is working great for them and is preferred by many people I know - it's just not for me.