What Super Coffee does

Super Coffee, operating under the legal entity Kitu Life, Inc., is a New York-headquartered direct-to-consumer and mass-market CPG beverage company founded in 2015 by the DeCicco brothers. The company produces ready-to-drink and powdered functional coffee beverages differentiated by high protein content (10-25g per serving depending on product line), zero added sugar (using sucralose or monk fruit), MCT oil for sustained energy, and B-vitamin fortification. The product portfolio spans four sub-brands: Lean Iced Lattes (10g protein, 12oz), Protein+ RTD bottles and 14oz protein coffee powders (25g protein), Iced Espresso varieties (espresso-and-cream, triple shot, vanilla), and the XXTRA sub-brand (200mg caffeine plus ginseng, 15oz bottles). The company serves health-conscious consumers, busy professionals, and sugar-sensitive individuals (including diabetics and keto dieters) seeking low-carb, high-protein coffee alternatives to traditional sugar-laden coffee drinks.

The business operates a hybrid go-to-market model combining DTC e-commerce subscriptions (drinksupercoffee.com with 25% first-order / 15% ongoing discount, 2/4/6-week flexible cadence), Amazon marketplace, and broad retail distribution across 70,000+ U.S. stores including Walmart, Kroger, Albertsons, and Dollar General. Average pricing sits in the $29.99-$39.99 range per multi-pack unit. Brand reach is amplified by Shark Tank exposure, Forbes and BuzzFeed coverage, celebrity endorsements and investment from Jennifer Lopez and Alex Rodriguez, and a 110K+ Instagram community plus a 20+-recipe content library. Cumulative disclosed venture funding totals approximately $146M across rounds in 2018, 2020, and 2021 (with the $106M August 2021 Series 3 led by Durable Capital Partners, alongside ZX Ventures/7-Ventures (AB InBev CVC arms) and others). Leadership comprises co-founders James DeCicco (CEO) and Jordan DeCicco (President), with Jake DeCicco as Chief Revenue Officer and Chad Portas as Chief Creative Officer; the founders retain operational control. Operations are U.S.-only with no disclosed international expansion.

Name

Super Coffee

Legal name

Kitu Life, Inc.

Website

https://drinksupercoffee.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Super Coffee (Kitu Life, Inc.) is a New York-based CPG beverage company producing zero-added-sugar, high-protein ready-to-drink and powdered coffee for health-conscious U.S. consumers, sold through DTC subscriptions, Amazon, and 70,000-plus retail stores including Walmart, Kroger, Albertsons, and Dollar General.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

akta.pro secondary industries

Coffee & Tea Dairy Beverages (Iced Latte/Milk Coffee, Milk Tea, Chai-Based Dairy Drinks) (AFAHAIAF), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD)

Keywords

• Protein coffee beverages
• Ready-to-drink coffee
• Functional beverages
• Low-sugar coffee
• Coffee supplements

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Products sold directly through drinksupercoffee.com with one-time purchase and subscription options. Subscription model provides recurring revenue with 25% first order discount and 15% ongoing savings. Flexible delivery scheduling (every 2, 4, or 6 weeks).
2. Retail Distribution: Products distributed through major national retail chains including Walmart, Kroger, Albertsons, and Dollar General. Available in 70,000+ stores nationwide.
3. Amazon Marketplace: Products sold through Amazon with authorized resale policy governing third-party sellers. Special promotions offered (e.g., SUPERCOCO15 for 15% off).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Super Coffee manufactures and sells ready-to-drink and powdered protein coffee beverages formulated with 10g-25g of protein per serving, zero added sugar, MCT oil, and B vitamins. The product portfolio spans Lean Iced Lattes, Protein+ High Protein Lattes, Protein Coffee Powders, Iced Espresso, and the XXTRA high-caffeine line. Products are sold directly through drinksupercoffee.com (with subscription) and through 70,000+ retail locations including Walmart, Kroger, Albertsons, and Dollar General.

Product overview

Super Coffee is a direct-to-consumer protein coffee beverage brand that offers ready-to-drink and powdered protein coffee products. The core product line consists of three main categories: (1) Lean Iced Lattes (Vanilla, Mocha, and Caramel flavors) providing 10g protein per 12oz bottle with 60 calories and zero added sugar; (2) High Protein Lattes under the Protein+ sub-brand delivering 25g protein per 12oz bottle with added MCT oil and B vitamins; and (3) Protein Coffee Powders in 14oz pouches making approximately 11 servings with 25g protein per serving. The company also offers Iced Espresso products (Espresso and Cream, Triple Shot, Vanilla Super Espresso) and the XXTRA sub-brand featuring extra-high caffeine (200mg) beverages with ginseng and B vitamins in 15oz bottles. All products emphasize zero added sugar, low net carbs, and high protein content, targeting health-conscious consumers, keto dieters, and fitness-oriented individuals. Products are available for direct purchase through the website with subscription options offering 15-25% savings, and are also sold at major retailers including Walmart, Kroger, Albertsons, and Dollar General.

Differentiator

Problem solved

Functional benefit

Products and services

• Vanilla Lean Iced Latte Super Coffee Ready-to-drink vanilla iced latte with 10g protein, 60 calories, 0g added sugar, and 1g net carbs per 12 fl oz bottle, sweetened with sucralose. Sold as a 12-pack for $35.99 ($2.99/bottle) with subscription savings.
• Mocha Lean Iced Latte Super Coffee Ready-to-drink chocolate mocha iced latte with 10g protein, 0g added sugar, and low net carbs per 12 fl oz bottle. Sold as a 12-pack for $35.99 ($2.99/bottle) with subscription savings.
• Caramel Lean Iced Latte Super Coffee Ready-to-drink caramel iced latte with 10g protein, 0g added sugar, and low net carbs per 12 fl oz bottle. Sold as a 12-pack.
• Mocha Super Coffee Protein+ (12oz) High-protein ready-to-drink coffee with 25g protein, 150 calories, 3g net carbs, MCT oil, and B vitamins (Niacinamide, Pyridoxine, Cyanocobalamin) per 12 fl oz bottle. Sold as a 4-pack for $36.99 ($3.08/bottle).
• Vanilla Super Coffee Protein+ (12oz) High-protein ready-to-drink vanilla coffee with 25g protein, B vitamins, MCT oil, and 4g dietary fiber per 12 fl oz bottle.
• Caffe Latte Super Coffee Protein+ High-protein caffe latte ready-to-drink beverage with 25g protein and B vitamins per 12 fl oz bottle.
• Mocha Super Coffee Protein+ Powdered Coffee Protein coffee powder mix with 25g protein per serving (1/3 cup), 130 calories, grass-fed beef protein, micellar casein, non-fat dry milk, coffee, cocoa powder, green coffee bean extract, and Vitamin B12. 14oz pouch makes approximately 11 servings at $29.99 per pouch.
• Vanilla Super Coffee Protein+ Powdered Coffee Vanilla protein coffee powder mix with 25g protein per serving, grass-fed beef protein, micellar casein, non-fat dry milk, coffee, green coffee bean extract, and Vitamin B12. 14oz pouch at $29.99 per pouch.
• Espresso and Cream Super Espresso Ready-to-drink espresso with cream, sweetened with monk fruit. 90 calories, 5g protein, zero sugar added, lactose-free, soy-free, and gluten-free. 11 fl oz at $2.49 per bottle.
• Triple Shot Super Espresso High-caffeine espresso beverage with triple shot strength. 10 calories, 1g protein, 2g carbs, 0g sugar. 11 fl oz can.
• Vanilla Super Espresso Ready-to-drink vanilla espresso sweetened naturally with monk fruit. Zero sugar added, high protein content with milk protein isolate, free from lactose, soy, and gluten. 11 fl oz at $2.49 per bottle.
• XXTRA Mocha Super Coffee Extra-high caffeine coffee beverage with 200mg caffeine, 7g protein, B vitamins, and ginseng for sustained energy. Zero added sugar. 15 fl oz bottle sold as a 12-pack for $39.99 ($3.33/bottle).
• XXTRA Caramel Super Coffee Extra-high caffeine caramel coffee beverage with 200mg caffeine, 7g protein, B vitamins, and ginseng for sustained energy. 15 fl oz bottle sold as a 12-pack.
• XXTRA Vanilla Super Coffee

Quantifiable outcome

• 30 million pounds of sugar removed from American diet through Super Coffee consumption
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered moderate and core.

• Jennifer Lopez (JLo)moderateGTM or Marketing PartnerCelebrity partnership where JLo endorses Super Coffee, stating 'When I first heard the Super Coffee story and tasted the product, we wanted to be a part of it.' JLo provides influencer marketing reach and celebrity credibility to the brand.
• WalmartcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner. Products available in Walmart stores nationwide with dedicated store finder integration on Super Coffee website.
• KrogercoreChannel Partner/ Reseller/ DistributorMajor grocery retail chain distribution partner. Products carried in Kroger stores nationwide.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• La Colombe Coffee Roasters: La Colombe is a leading RTD coffee brand distributed through mainstream retail (Target, Whole Foods, Kroger). Comparable through its DTC-plus-mass-retail hybrid model and emphasis on craft-quality ready-to-drink coffee.
• Rise Brewing Co. Rise is a premium nitro cold brew and oat milk latte brand sold through DTC, grocery, and natural channels. Comparable in functional-RTD coffee positioning and reliance on retail partnerships (Whole Foods, Sprouts).
• Bulletproof Coffee: Bulletproof is the closest direct peer—premium functional coffee brand built around MCT oil, grass-fed protein, and low-sugar positioning. Both target health-conscious, keto/diabetic consumers with ready-to-drink and powdered coffee products.
• Chameleon Cold Brew: Chameleon is a DTC-plus-retail cold brew coffee brand focused on organic, plant-based, and functional formulations. Comparable target market (health-conscious coffee drinkers) and similar multi-channel distribution approach.

Broad incumbents

• Stumptown Coffee Roasters: Stumptown is an established craft coffee roaster owned by Peet's (now Keurig Dr Pepper) with significant RTD cold brew presence in grocery. Comparable as a premium RTD coffee brand with national retail distribution.
• Starbucks (RTD): Starbucks RTD portfolio (Frappuccino, Doubleshot, Refreshers) dominates the bottled coffee category. Broad incumbent competing in the same retail aisles as Super Coffee with vastly greater scale and marketing budget.
• Oatly: Oatly is a global oat-based beverage brand with broad retail distribution and DTC channels. While plant-milk focused, it competes for the same health-conscious consumer wallet share and increasingly moves into adjacent functional beverages.
• Premier Protein: Premier Protein is a mass-market high-protein RTD shake brand distributed in Walmart, Costco, and Kroger. Comparable through protein-forward functional beverage positioning in the same retail channels Super Coffee serves.

Emerging players

• Orgain: Orgain is a leading protein shake and nutritional beverage brand with retail presence in Kroger, Walmart, and CVS. Overlaps with Super Coffee's Protein+ positioning around high-protein, low-sugar functional nutrition.
• Califia Farms: Califia Farms is a plant-based functional beverage brand (oat milk lattes, almond milk creamers) sold through premium retail and DTC. Comparable through functional coffee-adjacent positioning and health-conscious consumer targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/drinksupercoffee
• Xx.com/drinksuperco

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Coffee