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I want to talk about Top of the Morning Coffee. This is a coffee brand by YouTuber Jacksepticeye. Many people asked me to try it. When it was first announced, there was a lot of hype. Jack has a huge channel with more than 24 million fans. So when he said he was starting his own coffee line, people got very excited.
I ordered it and waited. This is my review of the coffee, the brand, the taste, and the idea behind it.
First Look at the Brand
Jack dropped the brand without much warning. One day, he just said, “Here is my coffee.” His video about the launch was more about the story of starting a company than about the beans. He spoke about why he wanted his own coffee. But he did not talk much about the taste or details of what was inside the bag.
So when I ordered it, I hoped to see more info when it arrived. The bag cost $16. The shipping was $19. That is already more than double. I waited 46 days for it to arrive. That was because they got a huge number of orders. On the website, they wrote updates saying they were backed up. They said they had about 15,000 orders right at the start.
They also launched a cold brew and some merch. But I only wanted the beans.
What Was in the Bag
When the bag came, I looked for details. There was not much. It only said “100% Arabica.” No origin. No roast date. No info about farms or region.
On the website, they link to the Specialty Coffee Association and talk about “specialty coffee.” But it feels like a surface label, not something that is deeply part of the product.
What I did notice on the back of the bag was the name of another company. The beans are roasted and packed by Akira Coffee. Jack did not buy his own roaster. He did not build a factory. He partnered with this company.
Akira does “off-the-shelf” coffee brands. This means they set up coffee lines for creators. Another big YouTube channel, Smosh, also works with them. So it is not rare.
Akira also has a link to charity. They own something called the Feyer Foundation. For every bag sold, a donation is made. So right away, creators get not just coffee, but also a way to say their brand gives back.
This is smart for influencers. They can have their own coffee brand without needing to learn roasting, farming, or shipping.
First Concerns
The bag had some issues. It said “Do not freeze.” I disagree with that. You can freeze coffee, but you must do it right.
There was also no reseal strip. Once you open it, you cannot close it again well. That is not good for keeping beans fresh.
There was no roast date. No batch code. This means you cannot know when it was roasted. You also cannot trace it back if there is a recall. For me, this is a problem. Freshness is key in coffee.
The roast looked dark. Much darker than I expected. And darker than what I usually drink.
Shipping and Wait
It took a long time to arrive. From the day I ordered, I waited about a month before they even shipped it. Then two weeks in shipping.
That is not great for coffee. Coffee loses flavor after weeks. Also, in the UK, it sat in hot warehouses. We even had a heat wave. That is not good for beans. They did not smell super fresh when I opened them.
Brewing the Coffee
I brewed the coffee with a V60. When I poured the water, there was little bloom. That showed the beans were not very fresh.
The roast was so dark that I had to brew with cooler water. I used about 88°C. I would not brew it with boiling water. That would bring out too much bitterness.
The taste was heavy. Low acid. No bright fruit or floral notes. It was more about texture and weight. It was not harsh or rubbery. It did not taste bad. It was just a plain dark roast.
For people who love dark roast, it may be fine. But for me, who prefers light and medium, it felt flat.
My View on the Coffee
To me, the beans tasted like standard dark roast. Nothing gross. But nothing special. They may have started as specialty-grade beans. But the dark roast hides many of the fine notes.
This is the problem with dark roasts. They often end up tasting the same. You cannot tell if the beans were amazing or average.
So the product itself has no big edge over other dark roasts. You can find many similar ones in shops or online.
