‘People immediately understand what the product is’


From French press and Chemex pour over sets to Nespresso and Keurig machines, consumers have a whole slew of contraptions to choose from to make their ritualistic morning cup of coffee at home.

However, the options for making a cup of coffee — that isn’t of the instant variety — are much more limited when camping, hiking, or doing any extended outdoor activity, said Wildland Coffee founder Zach Frantz, who as an avid camper was surprised at the lack of convenient fresh coffee solutions. 

“I would be bringing my French press or my pour over with me, and I just thought, there’s got to be a better way to do this. And then it dawned on me, why doesn’t someone just put coffee into a tea bag? It seems like the obvious solution for when you don’t want to use any other equipment,”​ Frantz told FoodNavigator-USA. 

Doing some research into the coffee tea bag concept, Frantz realized that the packaging format had been used in Asian markets for decades, but never made it into the American market in a major way.

Since the brand’s soft launch in March 2021, Frantz said consumers immediately grasp the value proposition of coffee in a tea bag. He added in his years as an entrepreneur the most valuable lesson in marketing he has learned is that it’s much better to be clear than clever.

“When I tell people it’s coffee in a tea bag (vs. coffee in a bag), people immediately understand what the product is,”​ said Frantz.

“I’ve also had a ton of people say that they wished someone had done this sooner.”



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