No Coffee
No Coffee (The Good Caf GmbH) is a German D2C brand selling premium organic decaffeinated and reduced-caffeine coffee, decaffeinated via a chemical-free water process in Germany, to health-conscious consumers via online shop, subscription, and national retail chains.
- Company typePrivate
- Founded2020
- HeadquartersErfurt, Germany
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What No Coffee does
No Coffee (legal entity: The Good Caf GmbH) is a German direct-to-consumer coffee company founded in 2020 and headquartered in Erfurt, specializing in premium organic decaffeinated and reduced-caffeine coffee. The company's core technical proposition is a chemical-free, water-only decaffeination process (Wasserverfahren) performed in Germany using a closed-loop system that the company states preserves aromatic oils and avoids the bean waste associated with the Swiss Water Process. Beans are then roasted at under 200°C for approximately 20 minutes in drum roasters — a long-term roast profile that the company claims reduces bitter compounds and acrylamide relative to industrial flash roasting. The full product range spans whole beans, ground coffee, capsules, pads, drip bags, instant coffee, and a cold brew concentrate co-developed with TryMOIN, with caffeine tiers including fully decaf ("No Coffee"), graduated reduction at 25%/50%/75% ("Low Coffee"), and a "No Coffee+" sub-brand featuring collagen instant coffee ("Super Glow"), plus a complementary "No Milk" oat milk line.
The business model combines one-off e-commerce sales through no-coffee.de with a recurring subscription ("Abo") offering a permanent 10% discount, an affiliate/partner program with real-time commission tracking, and branded accessory sales (travel mugs, storage, French press, espresso makers). Distribution extends beyond D2C into nationwide German retail through organic-focused chains tegut and Alnatura, plus regional Thuringia partners (Sonderausgabe, Viba Stores, Café Musti), and EU-wide online shipping (excluding Switzerland). Pricing is positioned at the premium end of the category — for example, 250g bags from €8.79, trial boxes at €17.59, and collagen coffee at €26.16 — with free shipping in Germany from €49 and a 30-day money-back guarantee.
The company targets health-conscious coffee drinkers, pregnant and breastfeeding women, caffeine detoxers, and people with caffeine-sensitive medical conditions. According to company materials, the customer base exceeds 100,000 with over 200 million cups consumed cumulatively, supported by the highest Trustpilot ratings. No Coffee is privately held and founder-controlled, managed by Geschäftsführer (Managing Directors) Marcus Intek and Andreas Kühn, with no disclosed institutional investors, funding rounds, or M&A activity in the source material.
No Coffee firmographics
Firmographics- Name
- No Coffee
- Legal name
- The Good Caf GmbH
- Website
- https://no-coffee.de
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- No Coffee (The Good Caf GmbH) is a German D2C brand selling premium organic decaffeinated and reduced-caffeine coffee, decaffeinated via a chemical-free water process in Germany, to health-conscious consumers via online shop, subscription, and national retail chains.
- Ownership category
- akta.pro rank
No Coffee industry classification
Industry- Product category
- Decaffeinated Specialty Coffee
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
- akta.pro secondary industries
- Instant Coffee & Coffee Extract Manufacturing (AFAFADAD), DTC Beverage Delivery (Alcoholic & Non-Alcoholic) (AFAIANAK), RTD Coffee Production (Non-Dairy/Non-Alcoholic) (AFAFABAE), Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG)
Keywords
Where No Coffee is headquartered
LocationHeadquarters
- HQ city
- Erfurt
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
No Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Others
Revenue model
- Product Sales - Coffee: Direct-to-consumer sales of premium organic decaffeinated and low-caffeine coffee products in various formats (whole beans, ground, capsules, pads, drip bags, instant, concentrate). Products include No Coffee (fully decaf), No Espresso, Low Coffee (25%/50%/75% less caffeine), Low Espresso, and specialty products like collagen instant coffee (No Coffee+ Super Glow).
- Subscription (Abo): Coffee subscription service offering permanent 10% discount from first delivery. Provides recurring revenue with flexible delivery intervals. Subscribers receive freshly roasted coffee tailored to their preferred grind size.
- Affiliate Program: Partners receive commission on every sale generated through their affiliate links or personal discount codes. Affiliates can track sales and commissions in real-time through a personal dashboard.
- Accessories and Merchandise: Sales of branded accessories including coffee storage containers, stainless steel travel mugs, espresso cups, French press, and espresso makers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | No Coffee Premium Bio Coffee - Fully Decaffeinated |
| Unit Pricing | Pay-as-you-go | Low Coffee - Reduced Caffeine Options (25%/50%/75%) |
| Unit Pricing | Pay-as-you-go | No Coffee+ Super Glow - Collagen Coffee |
| Subscription | Monthly | Subscription (Abo) - 10% Permanent Discount |
| Unit Pricing | Pay-as-you-go | Shipping Costs |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
No Coffee product offering
Product offeringCore offering
No Coffee produces and sells premium organic decaffeinated and reduced-caffeine coffee products in Germany, using a chemical-free water-based decaffeination process combined with gentle long-term drum roasting. The product range spans whole beans, ground coffee, capsules, pads, drip bags, instant coffee, and cold brew concentrate, complemented by a subscription service (Abo) and an oat milk line. Sales occur primarily through the company's own D2C online shop, with additional distribution via nationwide German retail chains (tegut..., Alnatura) and regional Thuringia partners.
Differentiator
Problem solved
Functional benefit
Brands
- No Coffee+: Enhanced decaf coffee line including collagen coffee products such as Super Glow Decaf premium collagen coffee.
- No Milk
Products and services
- No Coffee Premium Bio Coffee (Fully Decaffeinated)
- No Espresso (Fully Decaffeinated) Organic premium espresso roasted and fully decaffeinated using the water-only process, intended for espresso machines and consumers who want authentic espresso taste without caffeine.
- Low Coffee (25% / 50% / 75% Less Caffeine)
- Low Espresso (25% / 50% / 75% Less Caffeine) Organic premium espresso in three graduated caffeine levels (25%, 50%, or 75% less caffeine) for consumers who want a reduced-caffeine espresso with full flavor.
- No Coffee Premium Bio Instant Coffee (Decaf) Premium organic instant coffee that is water-decaffeinated, formulated for travel, festivals, camping, and any use case where no brewing equipment is available.
- No Coffee Premium Bio Coffee Pads Premium organic coffee pads decaffeinated via the water process, designed for use in standard pad coffee machines.
- No Coffee Premium Bio Drip Bags Single-serve premium organic coffee in drip bag format, water-decaffeinated, intended for convenient brewing without a machine.
- No Caps Decaf Capsules Fully decaffeinated organic coffee in capsule format, compatible with standard capsule machines, for consumers who prefer capsule convenience.
- Low Caps Capsules (25% / 50% / 75% Caffeine) Organic coffee capsules in three graduated caffeine levels (25%, 50%, 75%) designed to help consumers taper caffeine while using capsule machines.
- No Coffee Cold Brew Concentrate (Eiskaffee Konzentrat) Liquid decaffeinated coffee concentrate, co-developed with TryMOIN, designed to make barista-quality iced coffee in approximately 13 seconds.
- No Coffee+ Super Glow Collagen Decaf Instant Coffee Premium collagen-enhanced instant decaf coffee positioned as a beauty and wellness drink, sold under the No Coffee+ sub-brand (250g, approx. 25 servings).
- No Milk Oat Milk Oat milk product line designed to complement the No Coffee range for coffee preparation, sold under the No Milk sub-brand.
- Probierboxen (Trial Boxes) Starter and trial packs (e.g., 2x250g decaf at €17.59, 4-pack low coffee at €34.39, capsule mix, Koffein-Detox Box) designed to let new customers try the range at a reduced price.
- No Coffee Subscription (Abo) Recurring coffee subscription offering a permanent 10% discount from the first delivery, flexible delivery intervals, and always freshly roasted coffee tailored to the customer's preferred grind size.
- No Coffee Branded Accessories and Merchandise Branded accessories and merchandise including coffee storage containers, stainless steel travel mugs, espresso cups, French press, and espresso makers, sold alongside the coffee range.
- No Coffee Affiliate Partner Program Affiliate program where partners earn commission on every sale generated through their affiliate links or personal discount codes, with a real-time dashboard to track sales and commissions.
Quantifiable outcome
- 97% less caffeine than regular coffee (2-5mg per cup vs 80-120mg)
- +3 more outcomes
Companies that use No Coffee
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles5 records
No Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
No Coffee partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TryMOINminorCollaboration on the Eiskaffee Konzentrat (cold brew coffee concentrate). TryMOIN co-developed the liquid coffee concentrate product with No Coffee, enabling 13-second preparation of barista-quality iced coffee.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
No Coffee competitors and assessment
Company assessmentDirect peers
- Coffee Circle: Berlin-based DTC specialty coffee brand with strong sustainability and direct-trade positioning, selling beans, ground, capsules and subscription. Closely comparable German specialty DTC competitor with similar GTM and customer base.
- Wildkaffee: German specialty micro-roaster selling single-origin and decaf coffees DTC, with a focus on freshness and quality. Comparable to No Coffee in format, German specialty positioning, and small-batch artisanal ethos.
- Kicking Horse Coffee: Canadian organic, fair-trade specialty coffee brand with a strong decaf offering, distributed across North America. Comparable to No Coffee on organic certification, decaf specialization, and premium DTC positioning.
- Volcanica Coffee: US-based specialty coffee retailer with a notably broad and deep decaf range (water-processed decaf across origins). Most directly comparable on the decaf-as-core-category angle.
- Counter Culture Coffee: US specialty coffee roaster with sustainability focus and an explicit decaf program (water-processed). Comparable on specialty positioning, decaf as a featured line, and subscription/DTC channels.
- La Colombe: US specialty coffee brand operating DTC, retail cafés, and wholesale, with a quality-focused decaf line. Comparable on premium DTC, omnichannel distribution, and consumer health-and-quality narrative.
- Andros Coffee / Kaffeerösterei Andros: German specialty coffee roaster with DTC e-commerce, organic and fair-trade sourcing, and a small-batch model. Comparable to No Coffee as a German premium DTC roaster with similar customer overlap.
Broad incumbents
- Blue Bottle Coffee: Established US specialty DTC and café coffee brand with a curated decaf line. Comparable in DTC-first premium specialty positioning, though significantly larger scale and broader format set.
- Lavazza: Large Italian coffee incumbent with a broad portfolio including premium organic decaf lines and capsule systems. Comparable as a competitive incumbent that could enter or expand in premium decaf.
- Melitta: Major German coffee and filter brand with retail coffee lines including decaf, sold in mainstream German grocery. Comparable as a domestic incumbent with strong German retail presence and decaf offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
No Coffee social profiles
Digital presenceNo Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
No Coffee leadership team
Management profileNumber of profiles
Profiles2 records
No Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
No Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about No Coffee
What does No Coffee do?
No Coffee produces and sells premium organic decaffeinated and reduced-caffeine coffee products in Germany, using a chemical-free water-based decaffeination process combined with gentle long-term drum roasting. The product range spans whole beans, ground coffee, capsules, pads, drip bags, instant coffee, and cold brew concentrate, complemented by a subscription service (Abo) and an oat milk line. Sales occur primarily through the company's own D2C online shop, with additional distribution via nationwide German retail chains (tegut..., Alnatura) and regional Thuringia partners.
Is No Coffee a public or private company?
No Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was No Coffee founded?
No Coffee was founded in 2020. It employs 1 to 10 people.
Where is No Coffee based?
No Coffee is headquartered in Erfurt, Germany, in the Europe region.
How does No Coffee make money?
Four revenue lines are on record. Product Sales - Coffee is the primary driver. The others are subscription (Abo), affiliate Program and accessories and Merchandise.
Who are No Coffee's main competitors?
Direct peers on record are Coffee Circle, Wildkaffee, Kicking Horse Coffee, Volcanica Coffee, Counter Culture Coffee, La Colombe and Andros Coffee / Kaffeerösterei Andros. Broad incumbents are Blue Bottle Coffee, Lavazza and Melitta.
Does No Coffee have an API?
No public API is recorded for No Coffee.
What industry is No Coffee in?
No Coffee's product category is Decaffeinated Specialty Coffee. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of AFAFADAD, Instant Coffee & Coffee Extract Manufacturing. Its NAICS code is 311920 and its SIC code is 2080.