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"I knew I had to find a way to replicate that ritual, that feeling of having a warm cup of coffee in my hands, without the negative effects," Gatti explained.
This search led Gatti to experiment with various ingredients, formulations, and brewing techniques in an effort to create a herbal, caffeine-free coffee alternative that not only resembled the taste and aroma of coffee but also replicated its familiar ritual.
“Not Coffee was born out of pure necessity. Giving up coffee was the hardest part of my health journey—but it’s also the reason Not Coffee exists today,” Gatti said.
Developed using a chicory-based formulation, Not Coffee is free from caffeine, acidity, and synthetic additives. It contains herbal ingredients that provide a similar mouthfeel and flavor profile to coffee, while being rich in antioxidants, prebiotics, and essential vitamins. Available in both instant and ground varieties, the product can be prepared using traditional coffee-making methods, ensuring that the ritual remains intact even if the ingredients have changed.
“There were plenty of alternatives out there, but nothing came close to offering the real coffee experience. Not Coffee fills that gap,” Gatti noted.
The demand for a product like Not Coffee proved significant. Within a short span following its launch, the brand expanded into over 100 retail locations across Australia, including leading health food chains such as Go Vita. Its widespread acceptance was further validated when the brand was named a finalist at the 2025 Go Vita Fresh Finds Awards, highlighting its innovation and relevance in the health-conscious beverage sector. Not Coffee's success was also recognized when it won the prestigious 2025 Naturally Good Pitch Fest Award.
Not Coffee’s distinguishing value lies not only in its formulation but also in its mission. Unlike other substitutes such as herbal teas, cacao blends, or mushroom coffees, Not Coffee is crafted specifically for coffee enthusiasts who must reduce or eliminate caffeine due to health concerns. The brand’s success is closely tied to Gatti’s transparency about her journey and her ongoing commitment to supporting others facing similar lifestyle challenges.
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After committing to a diet free from caffeine, gluten, dairy, and alcohol, Gatti reports that her hyperthyroidism is now under control. She no longer requires medication and describes herself as being in the best health of her life—energized, balanced, and rested. The evolution of Not Coffee has mirrored this personal transformation, reaching others who struggle with caffeine sensitivities, anxiety, adrenal issues, or thyroid disorders.
“Every time a customer tells me Not Coffee has helped them feel normal again, I’m reminded why I started this journey,” Gatti said.
Not Coffee continues to resonate with health-focused individuals looking for sustainable alternatives to conventional coffee. Its customer base includes people who have been advised by health professionals to reduce caffeine, as well as those choosing a more balanced lifestyle without stimulants. The authenticity of the brand’s origin story and its growing recognition in retail environments underscore its position as a category leader in herbal coffee alternatives.
With growing awareness around the long-term impact of stimulants on sleep, gut health, and hormonal balance, products like Not Coffee are increasingly relevant. The brand offers a solution that bridges a significant gap in the market—providing the taste and ritual of coffee without the drawbacks that can accompany even decaffeinated options.
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Sila Gatti’s story of resilience, innovation, and authenticity continues to inspire. Not Coffee represents more than a beverage—it is a reflection of informed choice and empowerment. For those facing health limitations or simply seeking a mindful coffee alternative, Not Coffee offers a compelling option rooted in lived experience and extensive formulation research.
Learn more by visiting Not Coffee's website, following on Instagram, and connecting with Founder Sila Gatti on LinkedIn.