Prefer’s Bean-Free Coffee Expands to Shell Stores in Singapore
Singaporean startup Prefer has partnered with Shell to stock its bean-free coffee in all 56 convenience stores across Singapore. The company, which uses fermented rice and chickpeas as a coffee alternative, has seen rapid growth in sales and plans to expand production 50-fold. Prefer’s solution addresses climate-related challenges in the coffee industry, positioning it as a key player in sustainable alternatives.
Singaporean food tech startup Prefer has secured a major retail partnership, bringing its bean-free coffee to all 56 Shell convenience stores across Singapore. The company’s ready-to-drink Iced White coffee, which blends fermented rice and chickpeas with conventional coffee, is now available at Shell service stations, marking a significant expansion for the brand. ## From Rejection to Retail Success Prefer’s journey to retail shelves was not straightforward. When the company first launched its ready-to-drink coffee range in February, it faced rejection from multiple retailers. However, sales data from vending machines and corporate pantries showed a tenfold increase between February and July, prompting Prefer to revisit its retail strategy. CEO Jake Berber revealed that the company’s breakthrough came through a LinkedIn connection with a Shell employee. After sending product samples and securing approval, Prefer’s Iced White coffee is now stocked in Shell’s convenience stores. The product is part of Prefer’s broader range, which includes an oat latte and a black coffee, all made with its proprietary PreferRoast ingredient. ## Scaling Up for a Climate-Resilient Coffee Industry Prefer’s bean-free coffee alternative is designed to address the challenges facing the global coffee industry, which is increasingly threatened by climate change. The company’s PreferRoast ingredient, made from fermented rice and chickpeas, can replace up to 40% of conventional coffee in commercial formulations. It is 50% cheaper than arabica coffee and has an 85% smaller carbon footprint. The startup is gearing up to expand its production capacity significantly. With a new 500-tonne plant in the works, Prefer aims to increase its annual production from 10 tonnes to 500 tonnes, a 50-fold jump. This expansion will support its growing presence in Singapore, Japan, and the Philippines, with plans to enter Thailand next. ## Future Growth and Market Expansion Prefer’s success in Singapore has set the stage for further retail launches in the coming months. The company has already secured partnerships with Ajinomoto and Solar Foods, and its B2B coffee ingredients are in demand across multiple markets. Berber noted that while the company is financially stable, its next funding round will focus on scaling production, reducing costs, and serving global customers. Beyond coffee, Prefer is also developing a cocoa-free chocolate alternative, PreferChoc, which is expected to launch by the end of the year. The company is inviting chocolate manufacturers to request samples for R&D and procurement purposes, signaling its ambition to revolutionize multiple sectors of the food industry.
