Nguyen Coffee Supply Launches Ground Espresso, Its First Product Sourced and Roasted in Vietnam

BROOKLYN, N.Y. — Nguyen Coffee Supply, the first specialty Vietnamese coffee importer and roaster in the United States, today announced the launch of its Ground Espresso Canister, a medium-dark roast single-origin Vietnamese robusta, available starting today on the brand’s direct-to-consumer site. The 8.8 oz canister retails for $15.00.

The launch marks a significant milestone: It is the first Nguyen Coffee Supply product sourced, roasted, and packaged entirely in Vietnam. This marks a departure from the brand’s Brooklyn-based importing and roasting model since its founding in 2018, and a proof of concept that a finished, premium Vietnamese coffee product can be made at origin and compete on American retail shelves.

A Full-Circle Moment

Ground Espresso is a full-circle moment for Nguyen Coffee Supply. Since launching in 2018 with craft-roasted whole bean offerings, the most consistent request the brand has received was for ground coffee. For Vietnamese American families in particular, the format carries history. After the fall of Saigon, Vietnamese refugees across America found a piece of home in a canister of bold, strong ground coffee. That humble yellow canister quietly became a staple in Vietnamese homes and restaurants across America for decades.

“Ground Espresso is our way of honoring that legacy while bringing it into the future,” said Sahra Nguyen, founder and CEO of Nguyen Coffee Supply. “I started this company to rewrite the narrative around Vietnamese coffee and to show that it belongs in the same conversation as the world’s best. By going back to origin to source, roast, and pack in Vietnam, we’re showing that great coffee (and espresso!) can come from Vietnam.”

A White Space in the Espresso Aisle

The ground espresso category in American retail is dominated almost entirely by Italian and Latin American origins such as Lavazza, Illy, and Café Bustelo. Vietnamese espresso has had no presence on mainstream U.S. retail shelves. Nguyen Coffee Supply’s Ground Espresso changes that.

The launch arrives as AAPI consumer spending power exceeds $1.3 trillion in the United States and Vietnamese food culture has moved decisively into the American mainstream. Vietnamese coffee is following the same arc and coincides with a broader reassessment of robusta’s place in specialty coffee. Long dismissed by an industry that equated quality with arabica, single-origin Vietnamese robusta produces a thicker body, more crema, and higher caffeine than arabica in espresso applications — qualities earning serious recognition among roasters and specialty consumers. Nguyen Coffee Supply has spent seven years building the direct trade supply chain, consumer education, and retail infrastructure to meet this moment.

“Robusta has been one of the most misunderstood species in coffee,” Nguyen said. “Vietnamese robusta grown with care and roasted to its unique profile produces an espresso that is bold and complex in ways that surprise people. Our Vietnamese Ground Espresso is an invitation to experience that for the first time.”

Product Details

Nguyen Coffee Supply Ground Espresso

— Net weight: 8.8 oz

— Roast: Medium-dark

— Grind: Espresso

— Origin: 100% single-origin Vietnamese robusta; sourced, roasted, and packaged in Vietnam

— SRP: $15.00

— On-sale date: March 18, 2026

About Nguyen Coffee Supply

Nguyen Coffee Supply is the first specialty Vietnamese coffee company in the United States. Founded in 2018 by Sahra Nguyen in Brooklyn, New York, the brand imports and roasts single-origin Vietnamese arabica and robusta, offering whole bean, ground, and ready-to-drink canned coffee products. Available online at nguyencoffeesupply.com, Amazon.com, and retailers nationwide, including Whole Foods Market. The brand’s mission is to redefine Vietnamese coffee and robusta in the American specialty market, support Vietnamese farmers through direct and fair trade sourcing, and build an inclusive coffee culture for all.