Introducing the new Hot Crafted Press. A little sweet. A little cream. A lot of craft. #CaribouCoffee https://t.co/4XSV91a7r5 pic.twitter.com/Gateo9xK1i

— Caribou Coffee (@Caribou_Coffee) December 29, 2016

Okay, Foodbeast fam. I'm officially confused.

There's a new coffee product from Caribou Coffee called the "Hot Crafted Press." The coffee chain currently sells "Crafted Press" as their variation on cold brewed coffee, which is steeped for twelve hours and has a little sugar and vanilla to balance out the flavor.

The "Hot Crafted Press" takes that cold brew coffee and puts it through the steamer on an espresso machine to generate foam and warm up the coffee. Basically, their cold brew has been turned into a hot cold brew.

WHAT?

Why would you take something that customers perceive to be a cold beverage and warm it up? Does it do something to the flavor? How is this different from regular coffee? What's the point?

I just don't see the difference between this and regular coffee. In fact, it may end up being worse for you as the heat probably kills off beneficial compounds that you get more of in the coffee, like chlorogenic acid that slows the absorption of fat and antioxidants to help cleanse the body.

Plus, if I want hot coffee, I'm just gonna get regular hot coffee, not fancy cold pressed coffee heated up again for God knows what reason.

Sorry, Caribou, but I'm not down with this new coffee product of yours.