Bridging the gap between flavour and convenience
Coffee’s meant to be great, not just good enough. But too often, convenience kills flavour. Sub40 exists to change that. We take premium Arabica beans, cold brew them and freeze-dry them at their peak, and pack them into sleek sachets that go wherever you do. No machines. No compromise. Just damn good coffee, ready in seconds. For people who care about taste, but don’t have time to mess around.
The Origin Story
Coffee has always been more than a drink. It is a daily ritual, a reset, and a reflection of the standards we hold ourselves to. Yet too often, those moments are compromised by time pressure, travel, or environments where quality is out of reach.
From the start, James Zhang refused to cut corners. SUB40 begins with carefully sourced specialty-grade beans, roasted to perfection and brewed as a premium cold brew to capture a smooth, complex profile. Only then is the coffee freeze dried, a process that locks in its peak flavour and aroma without additives or shortcuts.
After months of refinement, the result was extraordinary coffee that is portable, dissolving instantly in hot or cold water and delivering the same richness as a freshly brewed cup wherever the day takes you.
Precision Crafted. Made With Intent.
At Sub40, we don’t chase trends or shortcuts. We craft coffee with purpose. Every roast we use is carefully selected for depth, balance, and character, then handled through a meticulous process designed to preserve its full flavour potential.
A smooth, full-bodied brew that delivers clarity, strength, and richness, all without the mess or compromise.
This isn’t coffee made easier. It’s coffee redefined.
And we’re not stopping there. By 2028, we’re committed to becoming fully transparent and sustainable, because how it's made should matter just as much as how it tastes.
No fluff. No noise. Just better coffee, ready when you are.
AROUND THE GROUNDS - JOURNAL
