Why decaf used to suck.

Decaf coffee. For years it's been the punchline of coffee culture—a last resort for those who supposedly didn’t appreciate the real thing. Do a quick search for decaf memes and you’ll see what we mean. So why does decaf have such a bad reputation? Turns out, the disdain wasn’t entirely undeserved. Decaf’s history is riddled with bad beans, compromised processes, and genuinely disappointing results.

We’ve been deconstructing the decaf story for some time now, and we see seven reasons decaf used to suck. But also good news— decaf is finally getting the rethink it deserves.

1. Chemical Baths

Coffee beans used to be decaffeinated using chemical solvents like Methylene Chloride (DCM) or Ethyl Acetate (EA)—sometimes euphemistically called the Sugar Cane or Natural method. While these solvents technically don’t leave any residue, the association with paint-stripping chemicals didn’t inspire confidence. And increasingly, people have questioned whether these solvents belong anywhere near their morning ritual.

2. Stripped of Flavour

Decaffeination isn’t easy, and older chemical methods took more than just caffeine out—they took a lot of flavour with it. What was left? Flat, uninspiring coffee that lacked the depth and complexity that make coffee worth drinking in the first place. No surprise coffee lovers stayed away.

3. Roasted to Ruin

To compensate for the lack of flavour, producers often roasted decaf beans aggressively, trying to extract any last bit of character. The result? Burnt, bitter, and charred-tasting coffee, which reinforced decaf’s reputation as an inferior option.

4. Second-Rate Beans

Knowing decaf was already at a disadvantage, many producers didn’t bother using their best beans. Instead, decaf became the dumping ground for lower-quality beans that wouldn’t make the cut for regular coffee. The result? A vicious cycle—bad beans, over-processing, bad coffee.

5. Always an Afterthought

In most coffee lineups, decaf wasn’t treated with the same care as its caffeinated counterparts. While regular coffee got exciting blends and innovative roasting techniques, decaf sat in the corner, neglected, the rump of the range. 

6. Weak, Thin, and Boring

While great coffee has layers of flavour and texture, decaf was often one-dimensional—bland, weak, and thin. For many, it wasn’t just a lesser version of coffee—it wasn’t coffee at all.

7. Stereotyped & Stigmatised

For years, decaf drinkers were pigeonholed—elderly, pregnant, or just unadventurous. It became the coffee for people who ‘couldn’t handle’ caffeine, rather than a legitimate choice in its own right. Those who liked decaf often ordered it in a whisper.

It's a New Era for Decaf

So that's how decaf got its bad rap. But things have moved on. Modern decaffeination methods, like the Swiss Water Process, remove caffeine without harsh chemicals or compromising flavour. Higher-quality beans are being reserved for decaf, and lighter, more thoughtful roasting techniques allow the coffee’s true character to shine.

Beyond how decaf is made, culture is shifting. With rising anxiety levels and a growing awareness of the downsides of excessive caffeine, more people are making a conscious choice to limit or even cut out caffeine altogether. Decaf isn’t the fallback anymore—it’s a deliberate choice for people who want a full-flavoured coffee experience without the buzz.

Where Nolo Fits In (and Moves the Game On)

At Nolo, we’re proud to be decaf. We’ve engineered our entire coffee-making process around taste—selecting specialty Arabica beans, using innovative Swiss Water decaffeination (no chemicals, ever), golden roasting and cold brewing to unlock deeper, more intense flavour. The result is coffee that’s deep, smooth, complex, and satisfying. In a decaf.

Along the way, we discovered something else: coffee is a surprisingly good carrier for prebiotic fibre. Through tastings and research, we realised it made perfect sense to include them in our formula. Coffee is a daily ritual for so many people—now that ritual can also support gut health, adding over 15% of your daily fibre intake with every can.

We’re not just making great-tasting decaf. We’re evolving coffee into something healthier, functional, and fit for more moments in more people’s lives.

So if you’ve been sceptical about decaf, fair enough. But maybe it’s time to give it another try. Decaf absolutely doesn’t suck anymore.

Now you can do this all day. 

The Nolo Team