Interesting. I wondered what the alternative was made of, and their FAQ answers it very nicely:
What is Coffee Free Coffee made of?
Our blends consist of a mix of roasted cereals, legumes, roots and fruits.
The filter blend is made of roasted lupin, barley, chickpeas, chicory, natural aroma, dried black currant, citric acid and caffeine. The decaf version does not contain caffeine.
The capsules variant is made of roasted lupin, barley, fig, chickpeas, chicory, natural aroma, dried black currant and caffeine. The decaf version does not contain any caffeine.
The espresso is made of roasted lupin, fig, chicory, chickpea, natural aroma, caffeine, citric acid and baking soda. The decaf version does not contain any caffeine.
https://northern-wonder.com/pages/faq
(If anyone from the company happens to be reading, I'll mention that my first attempt involved following the link from the front page to "Discover More", but this currently leads to a 404 Page Not Found)