Is the New Flat White Really M&S’s Latest “Magic Coffee”? To find out, I gave it a try
The latte was the first, followed by the pumpkin spiced frappuccino, but the coffee industry hasn’t seen the introduction of a new caffeinated beverage to seduce us away from our favorites since the flat white craze in 2010. But given that a popular new coffee has been making waves on social media, all that might be about to change. It is said to be so amazing that it is even given the name Magic Coffee.
This new Magic Coffee, which is marketed as being bolder, smoother, and more delectable than the different variations we are so used to ordering, is referred to as “the barista’s choice” in Melbourne, Australia, where the beverage was invented. And it’s making its first sales in venerable Marks.
Clare, the M&S Café’s manager in York, says: “Customers have expressed great enthusiasm for this new coffee. We have seen a significant increase in the number of customers coming in to test the coffee as a result of the significant buzz that the launch’s build-up has generated, particularly younger consumers who don’t often purchase their coffee from us. We have also successfully converted many flat white drinkers to the Magic since it is more smoother and has a completely different flavor profile.”
What Is Magic Coffee?
Served in a 6oz glass or cup, the Magic Coffee is smaller than a Flat White (8oz) and half the size of a Latte (12oz). The biggest difference? It is made with a double shot of ristretto rather than a double espresso. Bear with us.
Espresso is made by forcing hot water through finely ground and closely packed coffee grounds producing a strong flavour that we are used to in espresso shots. Ristretto uses the same amount of ground coffee as espresso, but uses half the water and a shorter extraction time (the time the water passes through the grounds in the “cradle” and into the cup.) Using less water creates a more concentrated flavour, while the shorter extraction time gives a less bitter taste.
The Magic Coffee recipe is simply a 30ml ristretto shot and 5oz of foamed milk. You might be thinking, is there some sort of sorcery involved that has given the coffee its moniker? Does Harry Potter enchant the coffee beans? Sadly, not. It is named as baristas believe it is “the magic ratio of coffee to milk.”