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Posted: Tue 18th Nov 2025
6 min read
Banker Yusuf Amanullah came up with the idea for his functional coffee business Unconform in 2020 when he was working stressful, long hours during the pandemic.
Consuming way too much coffee, he started suffering from jitters, crashes and stomach cramps.
He looked for an alternative drink that was gentler on his body – but also had functional benefits to support his brain energy and gut microbiome.
He says:
"I was drowning in deadlines and coping by drinking copious amounts of coffee and energy drinks. After a while, I got fed up of how I was feeling. I was always a bit miserable, physically and emotionally.
"I said enough's enough and thought about creating something that worked for me. So, I started developing the idea of what would be our first edition of the product under the brand name Impact Coffee."
The idea was to create a tasty, functional boost for health-conscious consumers who were tired of substandard coffee.
Working full-time as a business manager in corporate treasury at a major bank, Yusuf launched a single product line in 2022 after two years of development.
He quickly got his products listed nationwide in health food chain Holland & Barratt and things were going well.
But keen to increase sales, he decided to observe customers who were interacting with his drinks to help understand the buying process.
He explains:
"One of the main things was that we were a single SKU product. So, the moment a customer is cruising in the fridge, they pick up a can of something, they look at it, then they often put it back. And it obscures our whole product line.
"We immediately get lost on the shelf. It's one of those small things you'd never think about on paper. But in reality, that's exactly what happens. I do this, you do this, everyone does it."
So in August this year, Yusuf did a huge rebrand, changed the name from Impact Coffee to Unconform and increased his product range, including:
a flat white with ashwagandha, ginkgo biloba and vitamin B12 for cognitive function
a salted caramel latte with inulin and turmeric for gut health
a mocha with niacin and biotin for hair, skin and nails
Each drink uses oat milk, contains less than half the sugar of other ready-to-drink coffees and uses natural "nootropics" to provide energy without crashes or jitters.
Yusuf has also developed "smart sticks" that deliver a flavourless functional supplement to add to drinks on the go.
Rather than seeking outside financing, Yusuf has bootstrapped the business entirely through personal savings and family investment.
His mum Aysha is a joint shareholder and very involved in the day-to-day running of the business.
"I joke with my mum that I took an advance on my inheritance. I've been grateful that I've had the support from my family."
This self-funded approach reflects Yusuf's long-term vision. At 27, he has ambitious plans to build a multi-million-pound turnover business.
With products manufactured in Germany and the Netherlands, the company is positioning itself for European expansion while supplying UK retailers at the same time.
The EU manufacturing base allows direct distribution across European markets without Brexit-related complications – a deliberately forward-thinking move.
From January 2026, all three Unconform coffees will return to Holland & Barrett nationwide, while also launching in WHSmith travel stores across the EU.
Despite remaining in banking, Yusuf's ultimate goal is transitioning to full-time entrepreneurship as Unconform scales.
The functional beverage market valued at $233 billion worldwide and growing at 6.46% every year.
Yusuf believes the timing is perfect for premium functional coffee that appeals to health-conscious millennials and Gen Z consumers who seek ways to boost their mental performance and reduce stress in their lives.
He says:
"The goal is to be able to work on this full time. It's my main passion and despite the number of setbacks and knockdowns I've had, I never stop wanting to carry on and build.
"It's almost sadistic at this point! But I think any entrepreneur who believes in their product would say the same thing."
As with most side hustles, the business is still not able to pay a salary and Yusuf depends on his banking job to as he expands Unconform's channels of distribution.
"It's a labour of love. And it's a balance between starting small and going through the growing pains and having a reliable income while you're doing that. But I'm happy with that at this early stage – I'm in it for the long haul."
Find Yusuf's range of functional coffees at the Unconform online shop.
