Not Coffee Founder Sila Gatti Turns Personal Health Crisis Into Australia’s Fast-Growing Coffee Alternative

April 16, 2025: As featured in Women's Insider

When Sila Gatti was diagnosed with Graves’ Disease, a form of hyperthyroidism, it marked a profound shift in her life—one that ultimately led to the creation of a new beverage category in Australia. Although she lived a healthy and active lifestyle, the diagnosis came as a shock. More challenging still was the prescribed treatment plan, which relied heavily on synthetic medications. Sila sought a gentler approach to healing, one that involved major dietary changes and a complete elimination of caffeine—including her beloved coffee ritual.

The hardest part, she recalls, was giving up coffee. It wasn’t just about caffeine—it was about the morning ritual she and her husband, Pietro, shared together. The aroma, the warmth, and the brewing process were emotional anchors in their daily life. But conventional coffee alternatives—often containing sugars, stimulants, or ingredients that conflicted with her wellness approach—didn’t meet her needs. This gap inspired the vision for Not Coffee.

Sila and Pietro set out to recreate the essence of coffee in a caffeine-free, wellness-aligned format. Drawing from naturally rich ingredients like chicory root and organic carob, the pair spent months developing a blend that could capture the sensory experience of coffee without the acidity, bitterness, or stimulants. The result was Not Coffee—a herbal coffee alternative that has rapidly gained popularity among wellness-conscious Australians.

Today, Not Coffee is known for more than just what it excludes—it’s celebrated for the story behind its creation. “Not Coffee was born out of pure necessity. Giving up coffee was the hardest part of my health journey—but it’s also the reason Not Coffee exists today,” said Sila Gatti, Founder of Not Coffee. The brand resonates with individuals navigating health restrictions, lifestyle shifts, or sensitivities to caffeine.

What sets Not Coffee apart is not only its formulation but its foundational purpose. Unlike herbal teas or alternative beverages that veer away from the traditional coffee experience, Not Coffee was crafted specifically for coffee lovers seeking a familiar ritual—without caffeine. Available in both instant and ground formats, the product works with espresso machines, French presses, and other standard brewing tools, making the transition feel seamless.

“I didn’t just create a product; I created something that allows people like me to still experience the comfort and ritual of coffee,” Gatti explained. This user-focused mindset has driven Not Coffee’s rapid expansion since launching in 2021. The brand is now stocked in over 100 retail locations across Australia, including the well-regarded Go Vita health store chain.

In early 2025, Not Coffee was named a finalist in the Go Vita Fresh Finds Awards—recognition that highlights the product’s growing influence in the wellness and natural product space. But beyond accolades, it’s the personal stories from customers that matter most to Gatti. “Hearing from people who feel that Not Coffee fits into their new routines or helps them maintain comforting habits—that’s why I started this journey,” she shared.

For many, coffee is more than a beverage—it’s a moment of peace, a daily ritual, a source of joy. Not Coffee preserves that experience while offering a naturally caffeine-free alternative. The blend is crafted with ingredients that are known to be gentle on the system and have traditionally been used in health-supportive ways. It’s increasingly embraced by health-conscious individuals, pregnant women, athletes, and those simply looking to reduce stimulants without feeling deprived.

“There were plenty of alternatives out there, but nothing came close to offering the real coffee experience. Not Coffee fills that gap,” Gatti emphasized. That gap—between giving up caffeine and holding on to the coffee ritual—is precisely where Not Coffee has found its purpose. And it’s continuing to grow, cup by cup.

To learn more or explore Not Coffee, visit their Instagram page, LinkedIn profile, or check out customer reviews.