well, it's new to me anyway. I don't know how long it's been on the market, but I just discovered it!! Tuesday night Michael and I went grocery shopping & I found a kiosk near the register (they always get you there) that had this coffee on it...I thought it sounded like a very cool idea. A self-heating can - great for traveling or camping, which we were planning on doing this weekend until mother nature decided to change our plans. I didn't know how good it would be, but I bought one regardless and brought it to work. I have to say it was pretty tasty - I don't really like sweet coffee so I bought the Espresso Latte, though it was still a little sweet, but still very enjoyable & very hot! It was a big interest around the office, too - I even had an audience when it came time to try it out & see how well it really heated up!