In July last year, Snapchill, a Wisconsin-based company that specialises in flash-chilling hot coffee, made headlines after issuing a voluntary recall of all its canned coffee products due to potential bacterial contamination.
The bacterium in question, Clostridium botulism – better known as simply botulism – produces a potent neurotoxin which can lead to severe neurological and muscular symptoms. It is a risk associated with canned coffee or any canned low-acid food or beverage because it thrives in anaerobic conditions.
The recall was covered widely, making national headlines in numerous markets and causing a stir in the coffee industry. It was made especially prescient by the concurrent boom in RTD coffee popularity. More coffee companies than ever are looking to leverage new-found consumer love for convenient coffee. Yet, a clear understanding of what actually happened and the general risks associated with canning coffee remains aloof.
This week, we spoke to Francine Shaw, CEO of Savvy Food Safety, to break down what really happened and how to avoid such risks for your own business.
What does flash-chilling, or snapchilling, mean?
Snapchill gets its name from its patented brewing process, whereby fresh, hot coffee is rapidly cooled without the need for dilution or adding ice. The benefit is that the coffee’s flavour is retained completely, and once canned, the consumer doesn’t experience a weaker or less flavourful beverage.
Using an evaporator coil, Snapchill is able to reduce the temperature of a freshly brewed cup of coffee from 60℃ (140℉) to 4℃ (40℉) in under a minute and can cool an entire single serving (470 ml or 16 oz) at once.
Snapchill claims several advantages over other cold coffee beverages. The lack of dilution or ice is a key one – snap chilling is the best method to retain the flavour and aroma of a hot coffee in a cold format.
Snapchill also makes a point that their process is more efficient than canning cold brew, as brewing cold brew traditionally can take up to 24 hours before it is ready to be canned. Moreover, the flavour profile of cold brew coffee is different to hot coffee; it’s less acidic and more mellow.
Equipment like the Baby Hardtank and Hardtank 20 have significantly reduced the brewing time necessary for producing cold brew coffee – down to as quick as 45 minutes – but cold brew is ultimately a different beverage than snap chilled coffee.
What happened with the Snapchill recall?
On June 17, 2024, Snapchill announced a voluntary recall of all canned coffee products it had manufactured within a specific expiration date because they deemed that their process could lead to the growth and production of botulism.
It was a significant announcement, as Snapchill manufactures flash-chilled RTD coffee for a large number of coffee roasters and retailers across the United States. According to the FDA website today, Snapchill manufactures cans for over 270 clients, including specialty coffee legend Intelligentsia.
The recall was not due to a case of botulism, and since it was made, there have been no reported cases. Instead, the FDA notified Snapchill that the low-acid canned food process for manufacturing the recalled products had not been filed with the watchdog, as is required by law.
The products in question were a variety of flash-chilled coffee in metal cans, ranging from 7 oz to 12 oz, totalling 296 variations.
Given the risk of botulism associated with canned beverages and foods, the FDA is explicit that companies must fulfillfulfil specific regulatory requirements before distributing or retailing them. The regulation in question is the Establishment Registration & Process Filing for Acidified and Low-Acid Canned Foods (LACF).
“A commercial processor, when first engaging in the manufacturer, processing, or packing of acidified foods (AF) or low-acid canned foods (LACF) shall register and file with the FDA information including the name of the establishment, principal place of business, the location of each establishment in which that processing is carried on, the processing methods, and a list of foods so processed in each establishment.”
Since the recall, Snapchill has shared little development. A compliance page on their website refers to the recall and explains that they are working with the FDA to restart manufacturing once they are compliant with the necessary regulations.
“Product recalls can be very damaging to a company in many different ways,” says Francine.
“They can cause damaging financial losses, including costs associated with the recall process like logistics, refunds, and legal fees. A recall can also tarnish a brand’s reputation, causing a loss of consumer trust and brand loyalty. This dip in trustworthiness can decrease sales and market share if consumers question the company’s commitment to quality and safety.
“Negative media attention is also a problem, amplifying negative perceptions and heightening scrutiny from regulators. New operational challenges might arise to ensure compliance and regain that consumer trust.”
How are low-acid food and beverages manufactured safely?
When the proper manufacturing processes are followed, low-acid canned beverages like cold brew or flash-chilled coffee are perfectly safe. At Hardtank, for example, we have a BRCGS Food Safety Grade A certification. This certificate requires explicit conformity with the safety regulations laid out by the BRCGS, incorporating HACCP principles alongside operational and professional frameworks. BRCGS is among the most highly regarded food safety standards in the world.
Any RTD cold brew or coffee sold as a shelf-stable canned product must be processed correctly to avoid botulism. Botulism is heat resistant and thrives in low-oxygen environments, precisely like a sealed bottle or can. Pasteurisation is production processes designed to mitigate bacterial contamination.
Several methods of pasteurisation methods are effective. HTST (high temperature, short time) uses a temperature of at least 71.7℃ for 15-20 seconds. Flash pasteurisation uses a temperature between 71.5℃ to 74℃ for 15-30 seconds. For FDA compliance, pasteurisation must be at least 71℃ for 6 seconds.
Sterilisation is an additional process that improves the food safety standards of canned coffee. It is even more heat-intensive – over 100℃ – and eliminates all microorganisms from the product, including pathogens, bacteria, viruses, and spores, creating a fully sterile environment.
When sourcing your own line of canned coffee products, whether RTD cold brew, flash or snap chilled coffee, nitro coffee, or similar, it’s crucial to make sure your manufacturing partner has the required regulatory approval to produce your products safely.
As RTD coffee continues to grow in popularity, more and more brands are looking to build their product portfolios with innovative canned coffee beverages. Look for food safety certificates like BRCGS or confirmation of FDA approval for manufacturing low-acid foods.
“Following safety guidelines is critical when manufacturing food products for consumers,” says Francine.
“Safety protocols protect them from health risks like foodborne illnesses and promote public trust in the broader food industry. Companies that prioritise safety through building an positive company and food safety culture can foster loyal customer relationships and further enhance their brand reputation.
“A strong commitment to consumer safety reflects a company’s ethical responsibility and can lead to sustainable business success in the competitive food market.”
While there has been no evidence that Snapchill’s manufacturing process was unsafe, failing to comply with the relevant regulations destroys client trust and consumer confidence in the resulting products. As a manufacturer of canned coffee products, it’s incumbent on us to make sure your private label cold brew coffee or RTD nitro is as safe as possible.
To get started on the design of your own private label cold brew coffee line, visit our website or get in touch with us directly.
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Snapchill recall
