My Celebrity Life

Selfridges launches ‘immersive’ roastery experience for serious coffee lovers

Coffee roasted on site tastes much better (Picture: Selfridges)

Coffee fans will want to check out London’s latest roastery offering, which can be found in Selfridges Foodhall.

Getting a cup of coffee will become a sensorial experience, thanks to the roastery’s interactive qualities.

With the aim of making coffee more immersive, customers will get to watch coffee beans whizz through ‘Willy Wonka’ style tubes, making it look almost factory-like.

There will also be the delicious aroma of fresh coffee wafting around to help you pick your blend, and you’ll get a personalised cup.

Roasting Plant Coffee, the company behind the new installment, will have a mix of bespoke blends that are made to order by the cup.

Andrew Bird, Selfridges’ head of food, says: ‘Visitors will have an immersive experience from roasting to their custom made cup, be able to try unique and interesting beans that aren’t available anywhere else and have their perfect brew created on the spot.’

Another interactive element will come with the company’s new AromaFlow technology, which will let customers smell the bean options before then confirming their choice at the push of a button.

There are seven single origin beans and four blends to pick from, and iced options for anyone still embracing the end of summer.

Ice coffee fans will be pleased to know that their chilly drinks will be ‘flash chilled’, so you don’t get any ice diluting the coffee flavour either.

From October, the roastery will expand its offering as coffee will be roasted entirely on site, which will mean it tastes even better.

A study from the Zurich University of Applied Sciences found that once roasted, coffee stays at its peak flavour for only seven to 10 days – after this it can start to form ‘off flavours’, so having it roasted there and then will maximise the flavour potential.

Jamie Robertson, CEO of Roasting Plant, explains: ‘Freshly roasted coffee has incredible flavour and aroma without any bitter after taste.’

The beans used are sustainably sourced too, the brand say, as they work with famers and local communities.

Credit: Original article published here.

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