With the increase in busy lifestyles, convenience food is becoming something of an essential. A start-up from San Francisco has just launched a bite-sized coffee treat that fulfils this demand. Each bite contains 1g of sugar, 15-25 calories and an espresso-sized dose of caffeine to give a convenient boost to those on the go. Fulfilling both the needs of a coffee drinker and those looking for a “treat”, according to the team behind the innovation, these Il Morsos provide a “profoundly more stimulating experience than brewed coffee drinks”. We spoke to co-founder Jason Berton about the inspiration behind the creation, and plans for 2016.
What is Il Morso and what inspired its creation?
Il Morso is a mouth-melting coffee portioned to feel like an espresso shot. The idea to create the recipe sparked in Jordan Schuster’s mind while enjoying an espresso on a trip to Italy. Prior to Morso, he was the lord of Fearless chocolate, which was renowned for creative and high-quality ingredients. One sunny Oakland day, I was hanging with Jordan and he shared a prototype of the deliciously stimulating Il Morso. I immediately realised the potential of Morso to improve coffee on the go as it is a safer, healthier, more convenient option. Together, Jordan and I set forth to produce and serve Il Morso in early 2015.
How do you create each “bite”?
We use the same simple ingredients found in your barista-prepared cup of coffee with the addition of cocoa butter. Our process delivers a bite of coffee that indulgently melts you to a buzzed euphoria. Our ingredients are organic, fair, and NON-GMO. We did a lot of research to design the roasts we use and we are proud to offer an honest, bold coffee experience.
Who is your target market and how are you marketing yourselves to this audience?
Il Morso is for those with a busy lifestyle who prefer to have more control over the quality of food they eat – the same people who thrive on an extra boost of coffee and prefer to be any place other than in a line. We continue to find new niches where we can add value to people. Our earliest customers consist of office executives, endurance athletes, mothers of young children, travellers, and outdoor enthusiasts.
What’s your most popular flavour?
The americano is where it all started. It is the most unique and bold experience. It is vegan, and consists of three ingredients. It is an espresso moment to savour and help you get on with your day.
How many bites do you produce per week and how do you plan to keep up with increasing demand?
We will produce as many bites as needed. We keep our batches small to ensure consistent quality – always less than 100lb. We will get more skilled hands and working machines to move with demand increases.
Tell us about your packaging – how did you decide upon the design?
Our packaging is inspired by Jordan’s memory of Italy. The colour palette is inspired by the colours of the coffee cherry. The artwork is original by Jordan. We aim to clearly label caffeine [content] on the front of the package. It is important that people understand their dose of a regularly consumed psychoactive ingredient.
What challenges did you face trying to convey your brand’s message on the small wrappers?
Many! We are working on polishing our messaging on package as we speak. Every time we connect with the community we learn more. It is a fun yet gruelling learning curve.
What are you working on in 2016?
We have noticed a lot of love from the hospitality and corporate world. We will continue to develop exciting presentations to better serve them. We want to continue to strengthen our community online and we have a few delicious recipes in the pipeline.
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