The tech world continues its project of turning food into drinks and drinks into food.
Finally, a tech company has solved the problem of having to drink your coffee. At South by Southwest this year, San Francisco company Nootrobox, which specializes in brain supplements called nootropics, brought along a new product it believes will take the world by storm: chewable coffee. Something like gummy bears for caffeine-starved adults, Nootrobox’s Go Cubes contain 50 milligrams of caffeine, are made with cold-brewed coffee, and come in mocha, pure drip, and latte.
The product delivers a jolt of caffeine to help get you through the day — two cubes equals a cup of coffee — but, like nootropics, it’s also supposed to enhance brain activity. So the caffeine is supplemented with an amino acid found in tea, L-theanine, which studies have shown improves attention and lessens coffee jitters when consumed with caffeine. It probably isn’t right for those who don’t already like coffee, though, as one writer says it has an intense coffee or lattelike flavor and a bitter, sour center. People definitely appear interested in the product, which sold out on Amazon Launchpad (where 20 packs of four retail for $59) within three days, and co-founder Michael Brandt clearly believes in the product: Last month, he told BuzzFeed they want to be “the Coca-Cola” of chewable coffee and believes the product has lots of practical, everyday uses like when you go “on a long road trip or when you’re going hiking or into outer space.”