My Story

Hi, I'm Simon.

I grew up in Melbourne, Australia, where coffee culture is a big deal. I loved everything about coffee, the ritual, the taste, the smell, except it messed up my sleep. I was in denial all through my early 20s, having sleepless nights and exhausted mornings, needing another cup only to repeat the cycle.

I finally, reluctantly, stopped drinking coffee (for 10 years!) and instead tried drinking things like tea, cacao, or mushrooms, but none of them were as good as coffee.

Then two things changed. One: decaf got genuinely good because of new processes like Swiss Water Process, which removes caffeine without chemicals and without killing the flavour. And two: I tried a 50mg caffeine tablet when I was unwell and realised there's some amount between zero and full that's perfect for me. So the next day I tried 25mg, and it was perfect.

I started mixing decaf and caffeinated beans at precise ratios. I found my sweet spot around 30-40mg per cup. And I could finally enjoy coffee again!

Then I started talking to people and discovered a huge number of people are quietly managing the same problem. Everyone had a different hacky workaround, but nobody had a real solution.

That's why I created Goldilocks. Coffee in 5 caffeine levels: 0 / 25 / 50 / 75 / 100.

Your number is yours. It might change by the time of day, the season, or just how you're feeling. That's the whole point. Coffee that fits your life, not the other way around.