happy

About happy

Happy is a coffee company co-founded in early 2024 by serial entrepreneur Craig Dubitsky and actor Robert Downey Jr. The company was born from Dubitsky's observation that the coffee aisle lacked a brand with a modern, friendly, and non-aggressive message. He saw an opportunity to transform a daily commodity into a more desirable and interesting product, a strategy he successfully employed with his previous ventures, including Hello Products (oral care), eos (lip balm), and Method (cleaning products). Dubitsky, known for his focus on design and turning everyday items into beloved brands, partnered with Downey Jr., a passionate coffee enthusiast, to launch the brand.

The company's business model is centered on selling a wide range of coffee products directly to consumers through major retailers and online channels. Their product line includes ground coffee, whole beans, K-cup compatible pods, instant coffee, and ready-to-drink canned lattes and cold brews. The coffee is slow-roasted at lower temperatures for a longer duration to produce a smooth, char-free flavor. The brand emphasizes modern, recyclable packaging designed to be aesthetically pleasing. Happy™ operates in the competitive consumer packaged goods (CPG) coffee market, distributing its products through nationwide retailers such as Target, Walmart, Kroger, CVS, and Albertsons.

A core component of Happy's identity is its philanthropic partnership with the National Alliance on Mental Illness (NAMI). In a unique model, NAMI holds an equity stake in the company, meaning the organization's success is tied to the brand's growth. This partnership aims to destigmatize mental health issues and increase awareness of available resources. Every Happy™ product features a QR code that links directly to NAMI's support and resource pages.