Super Coffee

About Super Coffee

Kitu Life, Inc., operating as Super Coffee, produces and markets a line of enhanced, sugar-free coffee beverages designed as a healthier alternative to traditional ready-to-drink options. The company was founded in 2015 by brothers Jim, Jake, and Jordan DeCicco. The initial concept was developed in Jordan's college dorm room, where, as a student-athlete, he sought a healthy energy source to balance basketball practices and studies, leading him to blend coffee with protein powder and healthy fats. This personal need for a better-for-you energy drink evolved into the core product, which combines organic Colombian coffee with ingredients like milk protein isolate and MCT oil, while using monk fruit and stevia for sweetness.

The business operates on a direct-to-consumer model through its website and has a significant retail presence, selling its products through a vast distribution network that includes major grocery chains, convenience stores, and gas stations. The product lineup has included ready-to-drink Super Coffee, Super Creamer, and Super Espresso. The company follows a growth-over-profitability strategy, aiming to expand its market share in the ready-to-drink coffee sector. Revenue is generated through the sale of its beverage products across these various channels, with approximately 80% of revenue coming from in-store sales and 20% from e-commerce.

A significant milestone in the company's journey was its appearance on "Shark Tank" in 2018. Although the DeCicco brothers did not secure a deal on the show, the exposure served as a catalyst, attracting new customers and investors. The company has since attracted numerous high-profile investors, including Jennifer Lopez, Alex Rodriguez, Aaron Rodgers, and Patrick Schwarzenegger, and secured a distribution agreement with Anheuser-Busch InBev. The founders were named to the Forbes 30 Under 30 list in 2019. By 2020, the company's revenue reached $55 million, with a valuation of $400 million, positioning it as the third-largest bottled coffee brand in the U.S. behind Starbucks and Dunkin'. In 2021, a Series C funding round of $106 million raised the company's valuation to over $500 million. More recently, the company has focused on simplifying its business and product portfolio to improve profitability and reduce cash burn.