Super Coffee

What Super Coffee does

Super Coffee (legally Kitu Life, Inc.) is a US-based ready-to-drink (RTD) coffee brand founded in 2015 by three brothers and headquartered at 1412 Broadway, New York. The company manufactures and sells protein-enriched, zero-sugar coffee beverages targeting health-conscious consumers, fitness enthusiasts, keto dieters, and individuals managing blood sugar. Core products include Lean Iced Lattes (10g protein, 200mg caffeine per serving) in Vanilla, Mocha, and Caramel; Protein+ High Protein Lattes (25g protein, 80mg caffeine, 3g net carbs) in Mocha, Vanilla, and Caffe Latte; Protein Coffee Powders in 14oz pouches; and Super Espresso shots. The assortment has expanded into Super Cold Brew, French Vanilla Super Creamer, and a vegan/keto Coconut Mocha variant built on coconut-based plant protein and MCT oil. All products share a zero-added-sugar, high-protein positioning and are sold in 12 fl oz formats.

The business operates a hybrid distribution model. Direct-to-consumer e-commerce at drinksupercoffee.com offers one-time purchases plus a subscribe-and-save program providing 15-25% savings and free shipping on orders of $75+, with payments processed through Stripe. This is paired with mass-market retail placement across 70,000+ stores including Walmart, Kroger, Albertsons, and Dollar General, plus an authorized-reseller policy for Amazon. Marketing emphasizes social media (110K+ Instagram followers), influencer and celebrity endorsements (Jennifer Lopez as brand ambassador and investor, plus fitness personalities Devon Levesque and Jen Widerstrom), Shark Tank earned media, and recipe-driven content marketing. The company claims 1M+ happy customers, 10,000+ five-star reviews, and 30M pounds of sugar removed from the American diet through its product sales.

Super Coffee is privately held, employs 51-100 staff, and operates only within the United States and US territories per its Terms of Service. The company has had one disclosed institutional capital event in 2018 (Rubicon Venture Capital and Skyview Capital), with no subsequent rounds on record in the provided data, suggesting largely capital-efficient or bootstrapped growth.

Name

Super Coffee

Legal name

Kitu Life, Inc.

Website

https://drinksupercoffee.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Super Coffee (Kitu Life, Inc.) is a US ready-to-drink coffee brand founded in 2015 that sells protein-enriched, zero-sugar coffee beverages through DTC e-commerce and 70,000+ retail stores for health-conscious, fitness, and keto consumers.

Ownership category

akta.pro rank

Product category

Ready-to-drink functional coffee beverages

NAICS

Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)

SIC

Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

RTD Coffee Production (Non-Dairy/Non-Alcoholic) (AFAFABAE)

akta.pro secondary industries

Coffee & Tea Dairy Beverages (Iced Latte/Milk Coffee, Milk Tea, Chai-Based Dairy Drinks) (AFAHAIAF), Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG)

Keywords

• Ready-to-drink coffee
• Protein coffee beverages
• Zero sugar coffee
• Protein coffee powder
• Functional coffee drinks

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (DTC): Super Coffee generates revenue primarily through direct-to-consumer sales via their e-commerce website. Products include ready-to-drink iced lattes, protein powders, and espresso shots sold in various flavors.
2. Subscription Revenue: The company offers subscription plans with recurring deliveries, providing customers with 15% savings and free shipping on orders $75+. Subscriptions are auto-renewing on weekly, bi-weekly, or monthly cycles.
3. Retail Distribution: Super Coffee products are sold through major retail chains including Walmart, Kroger, Albertsons, and Dollar General, spanning over 70,000 store locations nationwide.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Super Coffee manufactures and sells a line of protein-enriched, zero-added-sugar ready-to-drink coffee beverages and protein coffee powders. Its portfolio includes Lean Iced Lattes, Protein+ High Protein Lattes, Protein Coffee Powders, Super Espresso, Super Cold Brew, French Vanilla Super Creamer, and Coconut Mocha Super Coffee, distributed through its DTC website and major national retail chains.

Product overview

Super Coffee is a health-focused ready-to-drink coffee brand founded in 2015, offering a portfolio of protein-enriched coffee beverages. The product lineup consists of three main categories: (1) Lean Iced Lattes in Vanilla, Mocha, and Caramel flavors (12 fl oz, 12-pack), featuring 10g protein and 200mg caffeine per serving with no added sugar; (2) Protein+ High Protein Lattes in Mocha, Vanilla, and Caffe Latte flavors (12 oz), delivering 25g protein, 80mg caffeine, and 3g net carbs; and (3) Protein Coffee Powders in Vanilla and Mocha (14oz pouches) for convenient protein coffee preparation. Additional offerings include Super Espresso (11 fl oz Vanilla), Super Cold Brew, and French Vanilla Super Creamer. All products emphasize high protein content, sustained energy, and zero added sugar positioning, distributed through major retailers including Walmart, Kroger, Albertsons, and Dollar General, with over 70,000 retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Lean Iced Latte (Vanilla, Mocha, Caramel) Ready-to-drink iced latte line with 10g of protein, 200mg of caffeine, and no added sugar, available in Vanilla, Mocha, and Caramel flavors in 12 fl oz bottles sold as 12-packs. Targeted at health-conscious adult consumers seeking better-for-you coffee alternatives.
• Super Coffee Protein+ (Mocha, Vanilla, Caffe Latte) High-protein ready-to-drink coffee beverages delivering 25g of protein, 80mg of caffeine, 0g added sugar, and just 3g net carbs per 12 fl oz bottle, available in Mocha, Vanilla, and Caffe Latte flavors. Designed for fitness-focused consumers, keto dieters, and individuals managing sugar intake.
• Protein Coffee Powders (Vanilla, Mocha) Protein-fortified coffee powder mixes sold in Vanilla and Mocha flavors in 14oz pouches, providing a convenient at-home protein coffee option for consumers.
• Super Espresso (Vanilla) Ready-to-drink espresso beverage in Vanilla flavor in an 11 fl oz bottle, providing a concentrated coffee option with protein and no added sugar.
• Super Cold Brew Cold brew coffee base featured in recipe content and available for purchase as a standalone product.
• French Vanilla Super Creamer Coffee creamer in French Vanilla flavor in an 11 fl oz size, sold as a standalone product and used in recipe content.
• Coconut Mocha Super Coffee Keto and vegan-friendly variant of the Mocha latte featuring coconut-based plant protein, MCT oil, and no added sugar, formulated for plant-based and keto consumers.

Quantifiable outcome

• 30 million pounds of sugar removed from the American diet
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered key, core and minor.

• Jennifer Lopez (JLo)keyGTM or Marketing PartnerJennifer Lopez is a brand ambassador and investor for Super Coffee. She joined as a partner after tasting the product and believing in the brand's vision. Her involvement brings celebrity visibility and credibility to the brand.
• Devon LevesquecoreGTM or Marketing PartnerFitness personality and entrepreneur Devon Levesque transitioned from Super Coffee customer to friend of the founders, then to workout partner, and now business partner. He actively promotes the brand on social media.
• Jen WiderstromcoreGTM or Marketing PartnerFitness personality who personally uses and endorses Super Coffee, promoting the brand's health benefits and positive energy vision.
• Dan ChurchillminorGTM or Marketing PartnerChef and fitness personality who promotes Super Coffee's positive energy and tasty coffee creations.
• Brian MazzaminorGTM or Marketing PartnerWellness influencer promoting Super Coffee's health benefits and helping consumers change poor sugar habits.
• Stripe, Inc.coreTechnology or IntegrationPayment processing provider for the company's e-commerce platform. Handles credit card processing and payment transactions for subscription orders and one-time purchases.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dunkin' (RTD coffee):
• Starbucks (RTD coffee line): Starbucks sells ready-to-drink Frappuccino, Doubleshot, and Nitro Cold Brew through major grocery and mass retailers. Directly competes with Super Coffee for RTD coffee shelf space and consumer occasions, with vastly greater scale and marketing reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

• Instagraminstagram.com/drinksupercoffee
• Xx.com/drinksuperco
• Facebookfacebook.com/drinksupercoffee
• LinkedInlinkedin.com/company/super-coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 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