In 2021, Sila Gatti found herself at a crossroads after being diagnosed with Graves’ Disease, an autoimmune disorder that led to hyperthyroidism. For years, Gatti had lived an active and health-conscious life, but a reliance on caffeine—through pre-workout supplements and coffee—ultimately took a toll on her body. Faced with the reality that her health condition required a major lifestyle shift, one of the toughest challenges she faced was giving up her daily coffee ritual. But what followed was a transformative journey that not only changed her health but also led to the creation of Not Coffee, a unique caffeine-free coffee alternative.
Not Coffee is not just another beverage—it’s the culmination of Gatti’s personal struggle and triumph. After months of research and experimentation, she developed a coffee substitute that would not only mirror the taste, texture, and ritual of coffee, but also support health-conscious individuals looking for a caffeine-free alternative. The creation of Not Coffee was an act of necessity, born out of Gatti’s desire to overcome her health issues and continue enjoying the comforting ritual of coffee.
“My health journey was difficult, but it was also what led to the creation of Not Coffee,” says Gatti, founder of Not Coffee. “Giving up coffee was the hardest part of my health journey—but it’s also the reason Not Coffee exists today.”
Gatti’s story begins when she realized that conventional medicine would only treat her Graves’ Disease with synthetic drugs that came with harsh side effects. She turned to a more natural approach, consulting a Chinese Medicine Practitioner who advised her to eliminate caffeine entirely.
Despite trying numerous herbal teas and coffee substitutes, nothing truly replicated the flavor and experience of coffee. The alternatives were either still caffeinated, filled with sugars, or contained other stimulants that conflicted with Gatti’s health goals. It was at this point, frustrated and determined, that the idea for Not Coffee emerged.
Gatti embarked on a mission to create a product that would not only meet the growing need for a healthier, caffeine-free alternative but also preserve the core experience of coffee. After months of trial and error, they perfected a formula using a blend of chicory, carob, and other herbal ingredients. This caffeine-free blend captured the essence of coffee—its rich, earthy flavor—without the bitterness or acidity that typically accompany both regular and decaffeinated coffee.
“What I wanted to create was something that allowed people like me to still experience the comfort and ritual of coffee without compromising their health,” Gatti explains. “Not Coffee mimics coffee’s taste and experience, but with no caffeine, no jitters, and no adverse effects on your body.”
Not Coffee is not just a coffee substitute; it’s a product designed with intentionality, to cater specifically to people who have been forced to give up coffee due to health reasons or lifestyle choices. Gatti’s personal health crisis laid the groundwork for a business that would go on to help thousands of people who, like her, were looking for a healthier option.
Since launching in 2021, Not Coffee has grown rapidly, expanding into over 100 retail locations across Australia. It’s become a preferred choice for those seeking a coffee alternative that does not compromise on the experience they’ve come to love. Not Coffee has also gained notable recognition, including being named a finalist at the 2025 Go Vita Fresh Finds Awards and a finalist at the 2025 Naturally Good Pitch Fest.
“Our growth has been a testament to the demand for products that align with a healthier, more balanced lifestyle,” says Gatti. “Not Coffee has resonated with people who no longer want caffeine in their lives but still want to enjoy the ritual that coffee brings.”
The demand for Not Coffee is driven not only by the need for a caffeine-free alternative but by the desire for a wholesome, nourishing option that supports well-being. Packed with antioxidants, prebiotics, and essential vitamins, Not Coffee provides the nutrients the body needs while avoiding the adverse effects of traditional coffee.
For Gatti, the most rewarding part of the journey has been hearing how Not Coffee has helped people reclaim their health and their routines.
“Every time a customer tells me Not Coffee has helped them feel normal again, I’m reminded why I started this journey,” she shares.
Not Coffee’s customer base includes individuals who have faced health challenges, those who have struggled with caffeine addiction, and anyone seeking a mindful alternative to their coffee habit. The response has been overwhelmingly positive, with users praising Not Coffee for its ability to satisfy the coffee craving without the negative side effects of caffeine.
Unlike many other coffee substitutes on the market—such as herbal teas, mushroom blends, or matcha—Not Coffee sets itself apart by truly mimicking the full coffee experience. It’s versatile, available in both ground and instant formats, and compatible with any coffee machine or brewing method. Its ingredients are simple and clean, containing no added sugars, additives, or stimulants.
For Gatti, the creation of Not Coffee was about more than just developing a product; it was about creating a community and offering a solution that allowed people to continue enjoying their cherished coffee ritual while prioritizing their health.
“There were plenty of alternatives out there, but nothing came close to offering the real coffee experience,” says Gatti. “Not Coffee fills that gap.”
The journey from health crisis to healthy alternative has been an inspiring one, and Gatti’s personal experience is at the heart of everything Not Coffee represents. Today, Not Coffee continues to grow, helping more and more people enjoy a fulfilling, caffeine-free life.
For more information on Not Coffee, follow them on Instagram @not_coffee_ or visit Sila Gatti’s LinkedIn here. Website here.
