While the coffee category booms, decaffeinated coffee is still plagued by perceptions of inferiority: associated with low quality, chemically-processed beans.
But as decaffeinated coffee starts to emerge from the doldrums, Nolo claims a UK first with a new innovation designed to shake-up the category. Instead of hot coffee, the cold-brewed coffee launches in the trendy RTD category; and a prebiotic fiber blend provides a functional boost as well as improving the drinking experience.
It’s decaffeinated coffee: but not at all as we know it.
Putting functionality into coffee
Decaffeinated coffee is set for a revival.
Today’s consumers are loving coffee: and the category just keeps on growing. Part of the category’s growth comes from the popularity of RTD versions, which have helped the drink expand from a morning cup of joe to an attractive day-round option.
But there’s a limit to how much caffeine we should drink a day: and there’s increasing signs that consumers are getting concerned about caffeine consumption.
That’s opened up an attractive opportunity for decaf coffee: a market predicated to grow at a CAGR of 4.5% from 2026-2033.
But coffee drinkers are spoilt for choice in the caffeinated category: meaning decaffeinated coffee needs to up its game if it’s to compete.
Founded by brothers Max and Pierre Darnton, Binky Felstead, and friends Martin Franklin and Tanner Johnston (‘all coffee lovers done with too much caffeine’), Nolo’s Decaf Cold Brew Oat Latte debuts in Classic and Caramel Swirl flavors.
The entrepreneurs started addressing preconceptions of poor quality decaf with the beans themselves: using 100% Arabica beans, gently water-decaffeinated and slowly cold brewed for a smooth, rich, complex flavor.
Then they turned their attention to a proprietary prebiotic blend of Jerusalem artichoke and citrus fiber: packing a fiber punch that exceeds many leading functional sodas (around 6.75g plant fiber per can, around 20% of an adults recommended daily intake).
Getting a functional beverage right is always a challenge: and using decaf coffee as a base only added to the complexity.
“It took multiple rounds of development to get the product right,” CEO Pierre Darnton told us. “Great taste was job number one: if we wanted coffee drinks to reconsider decaf, it had to deliver real depth and character.
“The biggest breakthrough came from combining water-decaffeinated Arabica beans with a cold-brew process: water decaffeination preserves the flavor in the bean (chemical decaffeination methods can strip a lot of flavor away), while cold-brewing brings out flavor and intensity while naturally reducing bitterness and acidity.
“From there, we built in a prebiotic fiber blend that adds body and subtle sweetness, allowing us to use less oat milk and avoid added sugar or sweeteners altogether.
“The result is a decaf RTD that tastes like proper coffee first, while also offering functional benefits.”
And, in fact, those functional benefits have proved to have advantages when it comes to the drinking experience.
“It’s a full-flavored coffee with a smooth, velvety mouthfeel and real complexity... very much not a traditional “thin” decaf,” explained Darnton.
“The prebiotic fibre plays a role in texture rather than flavoring. It adds light creaminess and natural sweetness without contributing calories, which is exactly what you want in a coffee format.
“So the functional element isn’t bolted on: it actually improves the drinking experience.”
RTD coffee: a platform for innovation
Gen Z is leading a shift away from traditional hot coffee, as they increasingly favor RTD versions instead. At the same time, functional coffee is booming.
And RTD offers an attractive platform for functional development in the coffee category.
“We’ve tested multiple decaf formats over time - whole beans, ground beans, pods and ready-to-drink - and RTD consistently generated the strongest response, particularly among younger consumers,” said Darnston.
“That audience is looking for great taste, convenience and tangible functional benefits, and RTD allows us to deliver all three in a consistent way. Cold brew also suits decaf particularly well, as it’s naturally smoother and less acidic.
“Ultimately, a chilled can in the fridge fits modern drinking habits better than asking people to make coffee from scratch... especially when the end result tastes this good.”
Nolo retails with an introductory offer of £39.99 for two 12-packs (one of each flavor). The brand is now seeking premium retail, grocery, and specialty listings.
