Two reasons. First, our Founder knows that ice cream tubs purchased for home consumption are mostly eaten at night. Anyone who likes coffee but is sensitive to caffeine, was missing out on eating coffee flavoured ice cream at night. A good decaf flavour was needed which with the help of Change Coffee, was selected. Second, our Founder is allergic to the caffeine in coffee. So she was never going to be developing a flavour where she might have an allergic reaction.