all about the coffee.
“In truth, I did not look to create a new energy bar,” she explains. “We are attempting to disrupt the coffee market and offer people a new way to get their second (or third) cup by creating a new category – coffee as food.” Java Me Up bars contain only shade-grown, organic, direct-trade beans that offer all the flavor and force of a second or third cup, with no risk of spilling. They’re perfect for the car, backpack, purse -- wherever you may have wanted to keep coffee but had no way to do so before.
“Coffee is one of life’s enduring rewards,” Newman posits. “It’s healthy and beautiful, filled with antioxidants, and people love it as a warm and tasty ritual. Our snack expansion was designed to reflect the coffee tradition, support environmentally conscious growers and accommodate global distribution.”
Java Me Up sources only direct-trade coffee, so purchases go directly to the growers’ communities. And there’s another local angle -- the coffee is blended and roasted in West Stockbridge, MA, in the Berkshires, down the road from where Newmann lives and works.
“Java Me Up is real food. That’s important because our bodies are designed to eat food, not artificial additives, petroleum or plastic,” Newmann notes. “I have always wanted to participate in the movement to develop nourishing food. It takes sustained focus -- a love of food and coffee, and patience more than energy. My inspiration comes from my family, my community, and knowing we are providing a nutritious solution to consumers in a delicious, creative and thoughtful new way.
Java Me Up bars are already a big hit, with sales now available on Amazon.com. and a variety of independent retailers, foodservice outlets and on the Java Me Up website (www.coffeesnacks.com).
Newmann has hinted at further releases in coming months, with the emphasis on high quality coffee. “They may not necessarily be in the shape of bars,” she says, “but the snacks will be a tastebud party.”
Matt Robinson is a professional journalist, writer, communications director, educator, coach, and parent. His food writing can be read at matts-meals.com and he can be reached at [email protected]