Joe'y

What Joe'y does

Joe'y, Inc. is a privately held, Delaware-incorporated direct-to-consumer specialty beverage company founded in 2022 by Brendan Smith and Amanda Fields, headquartered in Santa Monica with manufacturing in Salt Lake City, Utah. Its core product is an instant coffee alternative built on a proprietary blend of 12 ingredients — functional mushrooms (Cordyceps, Lion's Mane, Reishi from a Swiss supplier using 100% fruiting body), Peruvian cacao, roasted chicory root, roasted dandelion root, gluten-free barley malt, L-theanine, KSM-66 ashwagandha, and cinnamon — delivering 55mg of caffeine per serving versus 200mg+ in standard coffee. The flagship product is sold in three flavors (Original, Vanilla, Mocha) and a branded Starter Kit bundle, with complementary accessories (Froth'y USB frother, Joe'y Jar canister, Joe'y Mug, Joe'y Tumbler) used to increase average order value.

The company operates a hybrid product-led and wholesale go-to-market model. The DTC channel at drinkjoey.com (Shopify) anchors demand, monetized through both one-time purchases ($20–$60 depending on size) and a ReCharge-powered Subscribe & Save subscription at a 20% discount with free shipping; a Give 30% / Get $10 referral program drives viral acquisition. Wholesale distribution (wholesale.drinkjoey.com) extends the brand into cafes and stores across the United States, supplemented by an Amazon marketplace listing. Marketing is centralized on Klaviyo for email/SMS, with paid acquisition across Meta, Google, TikTok, and Pinterest, and content marketing through a recipe blog of 22+ recipes.

Customer concentration is low and segment strategy is horizontal: the brand targets health-conscious coffee drinkers, wellness-oriented consumers seeking adaptogens and prebiotic benefits, and caffeine-sensitive individuals (a segment personally represented by founder Brendan Smith, who developed the formula after being diagnosed with a heart condition). Shipping covers all 50 US states plus Puerto Rico and Guam, with international shipping not yet available. The company is bootstrapped with no disclosed institutional venture capital, has participated in the Target Takeoff retail accelerator, and reports a 4.9-star average across 7,579 customer reviews with a self-reported 80% of customers having largely abandoned traditional coffee post-switch.

Name

Joe'y

Legal name

Joe'y, Inc.

Website

https://drinkjoey.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Joe'y is a direct-to-consumer specialty beverage company selling an instant mushroom coffee alternative (12-superfood blend, 55mg caffeine) in three flavors through its Shopify site, subscriptions, accessories, and a wholesale cafe/store program targeting health-conscious US consumers.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

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

SIC

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

akta.pro primary industry

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF)

akta.pro secondary industries

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Instant Coffee & Coffee Extract Manufacturing (AFAFADAD), Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG)

Keywords

• Mushroom coffee alternative
• Functional superfood beverage
• Adaptogen mushroom blend
• Instant coffee substitute
• Low caffeine energy powder

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (One-time): Direct e-commerce sales of Joe'y coffee alternative powder in various sizes (8, 20, 60 servings). One-time purchase option with current prices ranging from $20-$60 depending on package size.
2. Subscription/Recurring: Subscribe & Save program with 20% discount on all products, free shipping on every order, and access to exclusive subscriber gifts. Managed through ReCharge platform. Monthly delivery with skip/pause/cancel flexibility.
3. Accessories: Sale of complementary products including Froth'y USB rechargeable hand frother ($25), Joe'y Jar ceramic canister ($25), Joe'y Mug ceramic mug ($20), and Joe'y Tumbler.
4. Wholesale Distribution: Wholesale program for retail stores and cafes to carry Joe'y products. B2B channel for broader retail distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Joe'y manufactures and sells an instant, single-scoop powdered beverage designed as a coffee alternative, blending 12 organic superfoods (functional mushrooms Cordyceps, Lion's Mane and Reishi; adaptogens L-theanine and KSM-66 Ashwagandha; Peruvian cacao; roasted chicory and dandelion roots; gluten-free barley; cinnamon) with 55mg caffeine per serving. The product is offered in Original, Vanilla and Mocha flavor variants and is sold direct-to-consumer via drinkjoey.com, through a wholesale program to cafes and retail stores, and on Amazon.

Product overview

Joe'y is a single-product beverage company offering an instant mushroom coffee alternative as its core product. The flagship Joe'y drink is available in three flavors: Original (perfectly roasted), Vanilla (toasty and lightly sweet), and Mocha (bold and dark chocolatey). Each contains 55mg caffeine and 12 superfoods including functional mushrooms (Lion's Mane, Cordyceps, Reishi), adaptogens (Ashwagandha, L-Theanine), and prebiotic ingredients. The company sells complementary accessories including the Froth'y USB-rechargeable handheld frother, the Joe'y Jar ceramic storage canister, the Joe'y ceramic Mug with embossed logo, and the Joe'y Tumbler for travel. The Starter Kit bundles the 60-serving product with the frother, scoop, and recipe booklet.

Differentiator

Problem solved

Functional benefit

Products and services

• Joe'y Original Flagship instant mushroom coffee alternative in Original flavor with a perfectly roasted, deliciously smooth taste, delivering 55mg caffeine and 12 superfoods (functional mushrooms, adaptogens, Peruvian cacao, roasted chicory and dandelion root) per serving; targeted at health-conscious consumers seeking a low-caffeine energy and focus replacement for coffee.
• Joe'y Vanilla Vanilla-flavored instant mushroom coffee alternative with a toasty, creamy and lightly sweet taste, containing 55mg caffeine and the same 12-superfood blend as the Original; positioned for consumers who prefer a sweetened, dessert-style coffee alternative.
• Joe'y Mocha Mocha-flavored instant mushroom coffee alternative with a bold, deep, dark chocolatey taste, containing 55mg caffeine and the same 12-superfood blend as the Original; positioned for chocolate-coffee lovers wanting a low-caffeine alternative.
• Froth'y Hand Frother USB-rechargeable handheld drink frother with a stainless steel double-whisk operating at 20,000 RPM, designed to create lattes and frothed Joe'y beverages; comes with a travel case. Priced at $25 regular / $18 on sale.
• Joe'y Jar White ceramic canister with airtight seal sized to hold a full 60-serving bag of Joe'y, including a custom wooden scoop portioned for one cup; priced at $25 regular / $20 on sale.
• Joe'y Mug Custom 16oz ceramic mug with Joe'y logo embossing and a hidden froth'y fill line to avoid spills, holding two cups; priced at $20 regular / $15 on sale.
• Joe'y Tumbler Branded travel tumbler designed for on-the-go consumption of Joe'y beverages.
• Big Joe'y Starter Kit Bundled starter pack containing one 60-serving bag of Big Joe'y powder, one Froth'y USB-rechargeable handheld frother, one custom scoop, and one recipe booklet; positioned as a higher-value bundle SKU for first-time and subscription buyers at $48 per order on subscription.

Quantifiable outcome

• 80% of customers say they rarely or never drink coffee after switching to Joe'y
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• Swiss Mushroom SuppliercoreStrategic or Co-development PartnerSwiss-based supplier providing 100% fruiting body mushrooms with full traceability and quality assurance. Partnered for functional mushroom ingredients including Cordyceps, Lion's Mane, and Reishi.
• Retail Cafes and StorescoreChannel Partner/ Reseller/ DistributorFrancie (founder's mother) personally built retail relationships, placing Joe'y in cafes and stores across the country. Store locator available for finding retail locations. Each location has personal relationship with ownership.
• ReChargecoreTechnology or IntegrationSubscription management platform powering Joe'y's Subscribe & Save program, recurring billing, and referral program. Stores billing details and subscription preferences.
• KlaviyocoreTechnology or IntegrationEmail and SMS marketing platform for promotional communications, order updates, and marketing automation.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting drinkjoey.com website. Processes payments through Shopify Payments.
• Ingredient FarmscoreStrategic or Co-development PartnerDirect partnerships with ethical, fair-trade farms around the world. Joe'y personally knows 100% of ingredient farms and suppliers. Mushrooms grown in natural environments in Asia and Europe.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• La Colombe: Established coffee brand with broad D2C and foodservice distribution. Represents the incumbent coffee category Joe'y is trying to displace; relevant for benchmarking retail expansion and coffee-ritual consumer overlap.
• Orgain: Larger functional nutrition brand spanning protein shakes, powders, and plant-based nutrition products. Comparable on functional/wellness positioning, CPG retail presence, and clean-label formulation messaging.
• Nestlé (Nescafé): Global incumbent in instant coffee and beverage mixes. Represents the scale, supply chain, and retail distribution power Joe'y is competing against in the instant-beverage format.

Direct peers

• MUD\WTR: Direct competitor in the coffee-alternative category, marketing a mushroom-based, lower-caffeine morning drink with adaptogens. Targets the same health-conscious coffee-replacement consumer with very similar functional positioning.
• Four Sigmatic: Direct peer offering instant mushroom coffee and functional coffee-alternative beverages with adaptogens. Overlaps with Joe'y on target customer (caffeine-conscious, wellness-focused consumers), product format (instant powder), and D2C + retail channel strategy.
• Rasa: Direct peer offering adaptogenic coffee alternatives with herbal and mushroom ingredients. Similar positioning on caffeine reduction and functional wellness, competing for the same morning-ritual consumer.
• Clevr Blends: Direct peer in the instant functional latte/coffee-alternative space with adaptogens and mushrooms. Comparable D2C, subscription, and wellness-positioning model targeting similar morning ritual occasions.
• Ryze Mushroom Coffee: Direct peer selling mushroom coffee blends with adaptogens via D2C. Competes head-to-head with Joe'y on functional mushroom positioning, subscription model, and wellness-oriented branding.

Emerging players

• Mushroom Revival: Functional mushroom supplement and wellness brand. Adjacent peer with shared mushroom-supply chain, adaptogen positioning, and similar wellness consumer overlap, though focused on supplements rather than beverages.
• Super Coffee / Kitu Life: Functional coffee and ready-to-drink beverage brand with health-positioned offerings (protein coffee, keto-friendly). Adjacent functional-beverage peer with overlap in the better-for-you morning beverage consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/drinkjoey
• Instagraminstagram.com/drinkjoey
• TikToktiktok.com/@drinkjoey
• Pinterestpinterest.com/drinkjoey

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Joe'y