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Vida Life & Culture

Introducing Our Specialty Freeze-dried Instant Coffee – Vida Vibe, Instantly!

Instant Gratification


Evolution and innovation are in our DNA, and we are always looking for more opportunities for customers to enjoy vida coffee in the comfort of their own homes. The past year, saw not only a shift in consumer behaviour but a radical acceleration of consumption and digital trends in the face of a global pandemic and consumers’ desire for both convenience and quality.  

Following the micro trend towards specialty instant coffee, you can now get that vida vibe, instantly, with the newest addition to our at-home retail range, complementing other at home vida e caffè coffee offerings such as the 250g coffee beans and coffee capsules.  

Our new Specialty Instant freeze-dried caffè boasts a blend of freeze-dried, 100% Arabica beans sourced from various top quality and certified regions. Grown at high altitude where temperatures range from 10°- 32°, ideal for growing coffee. The volcanic soil allows for rich, fertile and well-drained farming land as well as a tropical climate that results in ideal temperatures and high rainfall throughout the year.    

The medium roast is smooth and rich with milk chocolate notes and intense coffee flavourInstant – or soluble – coffee is made from coffee beans that have been roasted and ground. The ground beans are then extracted with hot water to recover the coffee flavour and aroma. The process is similar to using a coffee percolator at home. Thereafter starts the smooth freeze-dried process and the coffee extract is frozen to about – 40°C and cut into small granules. The frozen granules are then dried at low temperature and under vacuum. The quality of the aroma and flavour are protected by the very low temperature and gentle drying conditions. 

As a brand that champions social justice, ethical sourcing practices, and sustainability in the coffee sector, we are proud to announce that their new specialty instant coffee offering is Rainforest Alliance Certified. This means that the coffee was produced against rigorous standards that protect the environment, empower producers and support local communities. (read more about the vida sustainability journey on our website and blog).   

Further, we want to ensure that this new specialty instant coffee is approachable and accessible to all consumers whether at home, travelling, short on time, or looking for that afternoon kick at the home office. Seeing coffee as more of an experience, rather than just a beverage, daily consumption is more affordable now – available in 100g bottles for R89.00 at all vida e caffè stores nationwide, on Order Ahead via our app, and through key e-Commerce and Delivery partners. Quality instant coffee is aimed to help more people experience coffee in an easier way, wherever they are.  

specialty instant coffee

“We have tracked the growth of Specialty Instant globally for some time and the development of Instant production processes. Coupled with the shift in consumer behaviour to consume better coffee at home and how this was fast-tracked over the past year, the timing of this launch could not be more appropriate. This latest launch is another example of how we at vida remain conscious and relevant within our communities and aligned with our customers’ needs,” says Darren Levy, CEO of vida e caffè. 

He further comments “We are excited to further expand on our “vida at home” range to complement our existing capsule and bean at home range. We now offer a variety of options to enjoy vida at home depending on your personal preference. Of course, our in-store caffè experience will never be replaced, but a premium vida Specialty Instant Caffè gives you the opportunity to enjoy a delicious instant when your Barista is not available.”   

Instantly recognizable, instant gratification, vida vibe, instantly.   

It’s a pleasure! Enjoy. 

Obrigado! 

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