
Choosing the best beans
Great coffee starts at the source. We use 100% Arabica beans, selected for their smoothness, depth, and character, the kind of quality you'd expect in a pour-over, not a sachet. Grown at high altitudes and picked at peak ripeness, our beans are treated with the respect they deserve from farm to cup.
But it’s not just about taste, it’s about how we get there. We work with growers who value ethics as much as excellence, ensuring fair treatment, sustainable farming, and a supply chain that holds up under scrutiny. Because convenience shouldn’t come at the cost of integrity. With Sub40, you get premium coffee that’s good through and through.

Cold brewed for 18hrs
We brew our coffee cold. Slowly, patiently, for 18 hours. Why? Because great flavour doesn’t like to be rushed. Cold brewing gently draws out the smooth, rich, chocolatey notes in the beans, without the bitterness or acidity that comes from heat. It’s a slower process, but the result is worth it: full-bodied flavour, subtle sweetness, and a clean finish that actually tastes like the coffee you love.
Most instant coffees are designed to be fast. We designed Sub40 to be better. You get the depth and complexity of a specialty brew, minus the wait, the gear, or the barista. Just exceptional coffee, no shortcuts.

Freeze dried for 40 hours
Most instant coffee gets scorched into submission. We do things differently. Our coffee is freeze-dried, slowly, at –40°C, over forty hours, to lock in the flavour, not burn it off. This method preserves the delicate aromatics, natural oils, and nuanced taste that make great coffee, well… great.
It’s a labour-intensive process, but that’s the point. We don’t cut corners, because you can taste the difference. The result? A rich, complex coffee that delivers on depth, smoothness, and satisfaction, every single time. Freeze-dried might not be fast, but it's the reason Sub40 tastes like real coffee. Because it is.

Snap Sealed Freshness
Once our coffee is freeze-dried, it’s sealed immediately, airtight, light-proof, and protected from anything that could mess with the flavour. Each sachet is snapped shut to lock in the aroma and preserve that just-brewed quality until the moment you’re ready. No stale bitterness. No compromise. Just fresh, full-bodied coffee, every time you open a pack.

Prepped, packaged and ready to go
We designed our packaging the same way we designed our coffee... with intention. Every element is built for both form and function: sleek, compact sachets that travel light, protect freshness, and look damn good doing it. Whether it’s tossed in your gym bag, packed for a hike, or sitting on your kitchen bench, Sub40 is made to move with you. No mess. No bulk. Just premium coffee, packaged with purpose.