NewGround

What NewGround does

NewGround is a UK-based specialty coffee roastery founded in 2018 and headquartered in Oxford, operating under a dual-entity structure in which New Ground Group Ltd (the trading company) is majority-owned by the NewGround Foundation CIO. The company roasts single-origin coffees and seasonal blends on a Loring Smart Roaster — hardware selected for up to 80% fuel savings and reduced emissions — and distributes them through three channels: a direct-to-consumer e-commerce site with weekly/fortnightly/monthly subscriptions (15% subscriber discount, free delivery over £25), two physical retail locations in Oxford (the OX1 flagship cafe and wine bar on Ship Street and the OX3 roastery-and-cafe), and a B2B wholesale division serving cafes, restaurants, and offices with coffee and equipment up to commercial-grade espresso machines.

The product portfolio extends beyond green-bean-and-grind coffee into Nespresso-compatible aluminium pods (launched November 2023), single-origin chocolate bites, branded merchandise (including Fair Wear-certified apparel), Cadence hydration sachets, and gift cards, while the NewGround Academy runs in-prison barista training at HMP Springhill and HMP Leicester to feed an ex-offender hiring pipeline. The company holds B Corp certification (since 2022, 8th UK specialty roastery to do so), Carbon Neutral certification via Eumelia-tracked emissions and Living Carbon offsets, and Living Wage employer status, and maintains multi-year direct sourcing relationships with cooperatives in Uganda (Zukuka Bora, 8 years), Colombia (Osito Coffee, since 2022), Tanzania (Kijani Hai), and Costa Rica (Cafe Directo).

Commercially, NewGround is a private, founder-led SMB (11–50 employees) with no disclosed external venture or private equity funding; revenue is undisclosed and the operating footprint remains UK-only, with named enterprise collaborations (Selfridges, McLaren, Ace & Tate, Luminary Bakery) functioning primarily as brand-activation events rather than recurring large contracts.

Name

NewGround

Legal name

New Ground Group Ltd

Website

https://newgroundcoffee.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

NewGround is a B Corp-certified UK specialty coffee roastery in Oxford selling single-origin and blended coffee via DTC subscriptions, two retail cafes, and B2B wholesale, while running a foundation-funded ex-offender barista training program.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roastery

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG), Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Specialty coffee roastery
• Coffee subscription service
• Wholesale coffee supply
• Barista training programs
• B Corp coffee brand

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Retail Coffee Sales: Direct-to-consumer sales of roasted coffee beans, ground coffee, and Nespresso-compatible pods through e-commerce platform and physical cafes. Products include single origins, blends, and seasonal offerings.
2. Coffee Subscriptions: Recurring subscription model delivering coffee weekly, fortnightly, or monthly. Subscribers save 15% and receive free delivery. Options include whole bean, ground, and pods in various sizes (200g to 1kg bags, 14-56 pods).
3. Wholesale/B2B: Business-to-business supply of coffee and equipment to other cafes, restaurants, and offices. Includes dedicated wholesale enquiry forms and business account setup.
4. Cafe/Retail Locations: In-person sales at two Oxford locations: Ship Street (OX1) flagship store and Roastery & Cafe (OX3). The OX1 location also serves wine in evenings.
5. Merchandise and Equipment: Sale of branded merchandise (t-shirts, hoodies, socks, hats, totes), coffee equipment (grinders, kettles, brewers), and accessories.
6. Gift Cards: Digital gift cards redeemable online in denominations from £5 to £50.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

NewGround roasts specialty coffee on a Loring Smart Roaster at its Oxford workshop, selling single-origin and blend roasted coffee, Nespresso-compatible aluminium pods, and complementary equipment, chocolate, merchandise and gift cards through its own e-commerce shop, subscription service, and two Oxford cafés. It also runs a wholesale division supplying coffee and equipment to other cafés, restaurants and offices, and operates the NewGround Foundation training programme for ex-offenders.

Product overview

NewGround is a specialty coffee roastery and B Corp offering a diverse portfolio of products centered around expertly crafted coffee. The core offering includes single origin coffees (Kenya AA Gatubu, Uganda Zukuka Bora, Colombia Divino Nino), seasonal blends (Big House, Fun House, Luminary Blend), and Nespresso-compatible pods. The company operates through subscription services (whole bean, ground, and pods) and wholesale B2B channels. Supporting product lines include specialty chocolate bites, coffee equipment (Aeropress, Wilfa grinders, Fellow brewers, commercial espresso machines), branded merchandise, and hydration sachets. The company maintains physical retail presence through two Oxford locations and runs NewGround Academy, an in-prison barista training program. All products emphasize ethical sourcing, sustainability (B Corp certified, carbon neutral), and social impact through employment of ex-offenders.

Differentiator

Problem solved

Functional benefit

Brands

• NewGround Foundation: Charitable arm of NewGround, operating as CIO (charity no. 1207899), focused on providing training and job opportunities for prison leavers through the NewGround Academy program.
• NewGround Academy

Products and services

• Coffee Subscriptions Recurring coffee delivery service offering whole beans, ground coffee or Nespresso-compatible pods on weekly, fortnightly or monthly schedules with a 15% subscription discount.
• Kenya / AA Gatubu Single origin Kenyan AA grade fully washed coffee from Gatubu Coffee Factory with tasting notes of blackcurrant, lemon and rhubarb, sold in 200g and 1kg bags.
• Uganda / Zukuka Bora Washed Washed SL28 and SL34 varietal from Sipi Falls, Uganda with tasting notes of apple, green tea and sweet spice.
• Uganda / Zukuka Bora Natural Natural processed coffee from Sipi Falls, Uganda with tropical fruit notes of pineapple and cherry paired with chocolate undertones.
• Colombia / Divino Nino Everyday single origin Colombian coffee from Suaza, Huila with sweet blackcurrant and caramel notes, sourced via Osito Coffee.
• Mug Shot Crowd-pleasing single origin Brazilian coffee with hazelnut, raisin and milk chocolate tasting notes.
• Big House Seasonal everyday blend from Brazil and Nicaragua with chocolate, toffee and red apple notes.
• Fun House Funky, fruity seasonal filter blend of Colombian and Ethiopian origins with caramel, green tea and blueberry notes.
• Luminary Blend Collaboration blend with Luminary Bakery featuring Brazilian base with Colombian, with hazelnut, dried fruits and milk chocolate notes.
• Seasonal Decaf Well-balanced decaffeinated coffee from Huila, Colombia, decaffeinated using a sugarcane process with chocolate and caramel notes.

Quantifiable outcome

• Trained over 50 inmates at HMP Springhill through monthly barista training programs.
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Luminary BakerycoreStrategic or Co-development PartnerSocial enterprise collaboration creating the Luminary Blend coffee. Luminary Bakery provides skills training and employment for women experiencing disadvantage in London. The blend is used in both Luminary's cafes in Camden and Stoke Newington. Both NewGround and Luminary share social enterprise missions of providing second chances.
• Ace & TateminorGTM or Marketing PartnerTwo-day pop-up collaboration across Oxford stores (June 2025) featuring cold brew, custom scratch cards, and exclusive discounts. Both brands are B Corp certified, sharing values around transparency and accountability.
• SelfridgescoreGTM or Marketing PartnerPop-up partnership at The Corner Shop, Selfridges (January 2020) as part of Happy New Decade campaign. Created exclusive Selfridges blend served at the pop-up and sold in Foodhall and online. Featured 5m tall yellow slide and Highsnobiety collaboration.
• NashwhiteminorImplementation/ SI/ Consulting PartnerAward-winning hairdresser in Warwickshire. NewGround consulted on coffee bar setup with Victoria Arduino Eagle One and Mythos grinders, plus batch brew system for busy periods.
• Zukuka Bora CoffeecoreStrategic or Co-development PartnerUgandan coffee project supporting Mt Elgon communities. Profits support JENGA Community Development NGO. NewGround has carried Zukuka Bora coffee for 8 consecutive years, featuring natural and washed SL28 & SL34 varietals from Sipi Falls.
• HMP SpringhillcoreStrategic or Co-development PartnerMonthly barista training programs at the prison as part of their in-house hospitality course. Over 50 men trained so far with theory and practical coffee skills including latte art competitions.
• HMP LeicestercoreStrategic or Co-development PartnerNewGround Academy training course at category B local prison. Training covers coffee theory, espresso extraction, latte art, and manual brewing. Part of prison's hospitality curriculum.
• EumeliacoreTechnology or IntegrationCarbon consultancy partnership for full emissions analysis from packaged materials through roastery gas usage. Monthly tracking of environmental impact.
• HuskeeminorChannel Partner/ Reseller/ DistributorHuskee Swap site partner. Huskee Cups made from coffee husk (organic waste from coffee production) are sold in-store and used at coffee bars. Sustainable product partnership.
• PodbackminorChannel Partner/ Reseller/ DistributorNespresso-compatible pods are infinitely recyclable. Partnership with Podback enables recycling through local council services or Yodel drop-off nationwide.
• SUMSminorGTM or Marketing PartnerCollaboration on On The Run premium running socks. Unisex socks with medium compression and anti-blister cushioning. 10% of sock purchases go to NewGround Foundation CIO.
• TerracycleminorChannel Partner/ Reseller/ DistributorZero-waste policy partnership for recycling hard-to-recycle materials through Terracycle's collection programs.
• Youngmans BarbersminorGTM or Marketing PartnerFree clean shaves provided for Movember campaign launch. Partnership supporting men's health awareness through facial hair fundraising.
• Zukuka Bora Coffee CominorStrategic or Co-development PartnerRaffle proceeds from 90s Month Latte Art Throwdown event donated to support farmers affected by flash-flooding in Uganda.
• Silvie'sminorGTM or Marketing PartnerCatering partner for McLaren Salon Prive event, providing flat whites and refreshments for the four-day supercar event at Blenheim Palace.
• Burford GardenminorGTM or Marketing PartnerPlant supplier for rotating themed plant displays at the roastery (jungle theme, Californian theme). Burford Garden offers UK's largest selection of household plants at their flagship store with Planters Café serving NewGround coffee.
• Minor FiguresminorGTM or Marketing PartnerOat milk supplier and event collaborator for latte art throwdown events. Shared commitment to quality coffee and inclusive coffee culture.
• Victoria ArduinominorGTM or Marketing PartnerEquipment partner for latte art throwdown events. Victoria Arduino espresso machines used at competitions and events.
• Osito CoffeecoreStrategic or Co-development PartnerColombian green coffee supplier since early 2022. Source of Divino Nino coffee from Suaza, Huila region, working with 50+ producers in the group.
• Cafe DirectominorStrategic or Co-development PartnerFamily business (Gerardo and Jennifer Arias) operating Finca Monte Alto farm in Costa Rica's Tarrazú region. Source of Juice pods, a natural Red Catuai from high-altitude farms up to 2000masl.
• Kijani Hai CoffeeminorStrategic or Co-development PartnerTanzanian collective of experienced coffee professionals. Former Head of Coffee Ben now works for Kijani Hai. NewGround sources Nyantira washed coffee from their washing station near Serengeti and Lake Victoria.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Caravan Coffee Roasters: Specialty roastery with restaurants/cafes in London, offering wholesale coffee, equipment, and barista training. Directly comparable on integrated roastery, hospitality, and wholesale equipment business.
• Pact Coffee: UK specialty coffee company built around direct trade, subscriptions, and B2B supply with a strong ethical sourcing narrative. Directly comparable on DTC subscription model, wholesale channel, and impact-led brand positioning.
• Workshop Coffee: Specialty coffee roastery and cafe operator in London offering single origins, blends, equipment, and barista training. Comparable on roastery-plus-cafe model, training programs, and wholesale equipment supply.
• Hasbean Coffee: UK specialty coffee roaster focused on single-origin sourcing, ecommerce, and wholesale supply. Comparable on direct-trade sourcing model, single-origin SKU depth, and DTC/wholesale channel mix.
• Notes Coffee: London specialty roastery with multiple cafes, subscription service, and wholesale supply. Closely aligned on retail-plus-wholesale-plus-DTC model serving UK specialty consumers.
• Grind: UK specialty coffee brand combining roastery, cafes/restaurants, and a strong subscription/pod business. Comparable on multi-channel model (retail, pods, wholesale) targeting the same UK specialty consumer.
• Square Mile Coffee Roasters: London-based specialty coffee roastery offering single origins, blends, subscriptions, and wholesale to cafes and hospitality. Closest UK comparator on product range, B2B/wholesale motion, and quality positioning.
• Monmouth Coffee: Long-established London specialty roaster with retail shops and wholesale. Comparable on third-wave specialty coffee positioning, cafe-retail operations, and wholesale to hospitality.

Broad incumbents

• Blue Bottle Coffee: Large specialty coffee roaster and cafe operator with global footprint, fresh-roast subscription, and DTC ecommerce. Comparable as a scaled incumbent in third-wave specialty coffee with similar product and channel mix.
• Allpress Coffee: New Zealand-origin specialty coffee roaster with established UK and international operations offering espresso blends, wholesale, equipment, and barista training. Comparable as a larger, established player in the same wholesale specialty space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NewGroundCoffeeSocial
• Instagraminstagram.com/newgroundcoffee
• LinkedInlinkedin.com/company/new-ground-coffee

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NewGround