Exhale Coffee “healthy claims”

Had an advert for this lot pop up on social media.

The USP is that it’s roasted to preserve all the good stuff, they claim coffee is a  super food and they process it to preserve all the goodness.

Now I’m all for labelling it snakeoil, it’s got all the red flags; lab tested, science backed, a Dr on board, gut health, brain health etc etc etc.

The crux is it’s about 30% more expensive that the other ‘specialist’ online coffee sellers.

So, is it all guff or is there some truth to it?

Is it coffee?

in which case I’d buy on the basis of flavor and freshness.

the whole ‘superfoods’ idea is marketing nonsense. Açai berries anyone?

I’ve never heard of Exhale, but there have been loads of studies showing multiple surprising health benefits for coffee.  I don’t think you need to fork out for some over promoted brand.

There are loads of sources out there, but try this one for starters from Zoe. It claims coffee:

Improves microbiome diversity. …

Improves cognitive function. …

Reduces the risk of gallstone diseases. …

Decreases cancer risk. …

Heals damaged cells. …

Lowers the risk of Parkinson’s disease. …

Protects against diabetes. …

Improves bowel regularity.

If you have the time, there is a long video podcast here where Prof Tim Spector discusses some of the latest research with James Hoffman

No one promotes it’s magical qualities of elimination…

Do its magical qualities extend to the elimination of superfluous apostrophes?

Probably not, nor sneering pedantry unfortunately. The list was a C&P from a website. Please excuse my unforgivable lack of proof reading.

The late Michael Mosley did a podcast on coffee health benefits

Eating a wide range of fruit and veg in your diet will probs do more for you than any claims of antioxidant properties from coffee. Like the OP this sort of advertising gives me pause.

True, but the two are not mutually exclusive. Every little helps, especially if it comes from something a lot of people enjoy regardless of any possible health benefits.

Oh sure, I had a look at their website and sure, why not buy coffee that’s at least been treated to retain as much as the ‘good stuff’ as possible. It still feels like a strategy to ‘find a find USP in a crowded market’ done by some burned out ex social media strategists that have got to the grand age of 35 and released that they’ve spent their lives thus far in service to the demon spawn of late stage capitalism, and they’ve decided to step off.

Call me Mr Cynical.

@nickc I’m with you. I’m talking about the reported benefits of coffee generally. I’m equally sceptical about any extra benefits from that Exhale thingy. Agree completely about their advertising ‘strategy’ and ‘USP’.

Up to four cups of (any) coffee per day are beneficial to health.

An interesting thing from the Tim Spector research was that some of the benefits are the same for decaffeinated coffee as full fat. Especially gut health. It’s the fibre (a surprisingly large amount) polyphenols and other compounds which seems to have a beneficial effect and these are not removed by decaffeination. So even if you have a low tolerance for caffeine you can still get some of the benefits. I think some of the supposed cognitive and sports performance benefits are due to the caffeine though.

I’m slightly sceptical about the sheer number of supposed benefits but am interested in it. A lot of the research in recent years is proper peer reviewed stuff and not total quackery.

The USP is that it’s roasted to preserve all the good stuff,

The question is – does that mean they’re doing anything different to any other coffee roaster. Saying that there are health beneficial compounds, and that roasting the way they do preserves them may be true. But that doesnt mean the way they roast them is different (or achieves anything different)  to anyone else – especially if the various bits of research into coffee all focus on normal coffee and not anything produced by a special process.

Theres lots of ways of marketing the presence of something ubiquitous as if it’s unique to your product. On the supermarket shelves you’ll see ‘Eggs’ and you’ll also see more colourful boxes offering  ‘Eggs with Vitamin D’. Containing vitamin D is of course common to all eggs.

Sounds like a right bunch of roasters.

Ahhhhh here we go. I know Exhale very well, in fact i was a very early investor into their company after a chance meeting with one of the co founders a few years ago so you could argue i have a vested interest.

They have done a great job since their inception and from due diligence their claims are correct.

The coffee flavour is second to none, there’s no jittery feeling like you get with cheaper coffee. Put your prejudices aside and try it, i doubt anyone who enjoys good coffee wont enjoy it. You’ll find them offering samples at several triathlon and other sporting events dotted around the country. Try it.

Jittery feeling? Never had that unless I seriously OD on caffeine. There is such a huge choice these days of superb quality specialty coffee from small batch roasters who are invested in quality. It would have to be pretty epic indeed to stand out in that company. I would try it with an open mind but not if I have to pay a premium to do so.

I don’t drink coffee, I drink tea my dear.

 i doubt anyone who enjoys good coffee wont enjoy it.

I don’t doubt you, but there’s any number of good independent roasters making excellent coffee to me locally that don’t have a premium attached becasue of health claims for their products that I personally wouldn’t be interested in getting from my coffee particularly. Or be prepared to shell out for side-benefits that I can get more cheaply from other food equally rich in antioxidants and vitamins.

I need my coffee to give me caffeine and taste good, beyond that; diminishing returns

there’s no jittery feeling like you get with cheaper coffee.

yeah that does make it sounds like total snake-oil bollocks I’m afraid 😉

unless you’re saying it’s all decaf?

there’s no jittery feeling like you get with cheaper coffee.

From Exhale:

Jitter-free – High polyphenol levels reduce caffeine anxiousness.

From Google:

Research shows polyphenols can help manage blood pressure levels and keep your blood vessels healthy and flexible, promoting good circulation. They also help reduce chronic inflammation, another risk factor for heart disease. Polyphenols can reduce and help control your blood sugar levels.

So are Exhale saying you get your caffeine hit but the Polyphenols are higher than competitors and help combat the blood pressure/sugars rising during a caffeine hit and therefore avoid the jitters/anxiety? I buy decaff beans now too avoid raising blood pressure and the odd palpitation.