What Café Bustelo does

Café Bustelo is a U.S. consumer coffee brand founded in 1928 by Gregorio Bustelo in East Harlem, New York, and currently owned by The J.M. Smucker Company (NYSE: SJM). The brand positions itself as the #1 Latin coffee brand in U.S. retail based on Circana's 52-week data ending 12/29/24, with a heritage identity rooted in Cuban, Puerto Rican, Spanish, and broader Latin American coffee traditions. Its product portfolio spans ground coffee (cans, bricks, bags), single-serve K-Cup pods compatible with Keurig brewers, instant coffee in jars and packets, whole bean coffee, espresso capsules, and a newer line of ready-to-drink iced coffee beverages in cans and bottles, covering light, medium, and dark roast profiles plus flavored variants such as Dulce de Leche and Vanilla.

The underlying business is a packaged consumer goods operation rather than a technology platform: revenue is generated through wholesale and retail sale of physical coffee SKUs sourced from 20+ countries, with coffee roasting and grinding expertise (and the founder's original "secret blend") serving as the core technical differentiator. Distribution runs through major grocery retailers (Walmart, Whole Foods, Trader Joe's, Stop & Shop), mass merchants, Latino-owned bodegas, online stores, and the Smucker Away From Home foodservice/office coffee program, providing both mainstream and culturally-targeted shelf access.

Café Bustelo's go-to-market emphasizes brand-led, culturally-targeted demand generation rather than product-led or sales-led motions. The brand invests in sports sponsorships (Inter Miami CF, Miami HEAT), cultural and educational programs (El Café del Futuro Scholarship with HACU, Seeds for Progress in Central America), social media presence on Instagram, Facebook, and TikTok, and limited-edition collectible campaigns such as the 2026 Game Face launch. Pricing is set at retail and not publicly disclosed, but the brand competes on affordability versus specialty coffee while charging a premium over private-label alternatives, leveraging its Latin heritage positioning as the primary differentiator.

Name

Café Bustelo

Legal name

The J.M. Smucker Company

Website

https://cafebustelo.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

51–100 employees

Short description

Café Bustelo is the #1 Latin coffee brand in the U.S., owned by The J.M. Smucker Company, selling ground, K-Cup, instant, whole bean, and ready-to-drink coffee to Hispanic and mainstream consumers through grocery, mass, online, and foodservice channels.

Ownership category

akta.pro rank

Product category

Roasted Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

akta.pro secondary industry

Beverages-to-Go (Coffee, Smoothies, Juices, Fountain/Dispensed) (CRAHAKAI)

Keywords

• Espresso coffee products
• Ground coffee retail
• K-Cup coffee pods
• Ready-to-drink iced coffee
• Latin coffee brand

Headquarters

HQ city

Orrville

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, Operations, Personnel

Revenue model

1. Consumer Packaged Goods (Coffee Products): Café Bustelo generates revenue through the sale of physical coffee products including ground coffee, instant coffee, K-Cup pods, espresso capsules, ready-to-drink iced coffee, and whole bean coffee. Products are sold through retail grocery stores, mass retailers, online channels, and foodservice/office coffee providers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Café Bustelo produces and sells Latin-heritage espresso-style coffee products across multiple physical formats including ground coffee in cans, bricks and bags, K-Cup single-serve pods, instant coffee in jars, packets and freeze-dried forms, ready-to-drink iced coffee beverages, whole bean coffee, and espresso capsules. Products are distributed through grocery retailers, mass merchants, online channels, and office/foodservice providers in the United States.

Product overview

Café Bustelo is a consumer coffee brand owned by The J.M. Smucker Company, positioning itself as the #1 Latin coffee brand. The company offers a diverse portfolio of coffee products across multiple formats: ground coffee (in cans, bricks, and bags), single serve K-Cup pods (compatible with Keurig brewers), instant coffee (in jars, packets, and freeze-dried), ready-to-drink iced coffee beverages, and whole bean coffee. The product line spans roast levels from light to dark, includes flavored varieties (Dulce de Leche, Vanilla), and features specialty lines like Supreme by Bustelo. Traditional Café Bustelo products use espresso grind and dark roast for stronger coffee, while newer packaged ground products offer medium grind for broader brewing compatibility. The brand emphasizes Latin American heritage, with coffee beans sourced from over 20 countries worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Ground Espresso Coffee in Limited Edition Game Face Cans Dark roast espresso-style ground coffee sold in four limited edition Game Face can designs inspired by Latin nations (Mexico, Brazil, Argentina, Colombia), each including a matching temporary tattoo kit. Targeted at Hispanic and Latin sports fans seeking collectible branded packaging.
• Café con Leche Espresso Style Iced Coffee Beverage Ready-to-drink iced coffee combining bold espresso-style coffee with creamy milk, sold in 11 fl oz cans with 150 calories and 5g protein per serving. Certified Kosher Dairy. For consumers seeking an on-the-go Latin-style coffee beverage.
• Café con Vainilla Espresso Style Iced Coffee Beverage Sweet and creamy vanilla-flavored ready-to-drink espresso-style iced coffee, served cold straight from the fridge. For consumers wanting a flavored Latin-inspired ready-to-drink coffee.
• Café con Dulce de Leche Espresso Style Iced Coffee Beverage Ready-to-drink iced coffee with notes of sweetened milk and caramel, smooth and creamy with Latin-inspired dessert flavor. For consumers seeking a dulce de leche flavored RTD coffee.
• Vanilla Flavored Espresso Style Iced Coffee Beverage Bold espresso-style cold coffee drink with notes of vanilla and cherry, available in 40 fl oz plastic bottles with limited edition Game Face bottle design. Certified Kosher Pareve. For consumers seeking a flavored RTD Latin-style coffee.
• Unsweetened Espresso Style Iced Coffee Beverage Zero-calorie espresso-style cold RTD coffee, bold enough to stand up to milk, sugar, and ice, with approximately 270mg caffeine per 12 fl oz serving. Sold in 40 fl oz plastic bottle twinpack with limited edition Game Face bottle design. For consumers seeking an unsweetened RTD Latin-style coffee.
• Light Roast Single Serve Coffee Pods Light roast K-Cup pods featuring vibrant, crisp flavor with fruity notes embodying the lively Latin spirit. Compatible with Keurig brewers. For consumers wanting a light roast Latin-style single-serve coffee.
• Medium Roast Single Serve Coffee Pods Balanced and smooth medium roast K-Cup pods with dark chocolate notes, compatible with Keurig brewers. Available in 54 count carton. For Keurig users seeking a medium roast Latin-style coffee.
• Dark Roast Single Serve Coffee Pods Bold dark roast K-Cup pods with smoky, complex flavor and roasted notes, from the #1 Latin coffee brand. Compatible with Keurig brewers. For Keurig users wanting a full-bodied dark roast Latin coffee.
• Dulce de Leche Flavored Single Serve Coffee Pods Medium roast dulce de leche flavored K-Cup pods with caramelized flavor and vanilla notes, artificially flavored. Compatible with Keurig brewers. Available in 10 and 22 count cartons. For Keurig users wanting a flavored Latin-style coffee.
• Espresso Style Dark Roast Single Serve Coffee Pods Bold Latin-flavor dark roast K-Cup pods, compatible with Keurig brewers. Available in 12, 24, 32, and 48 count cartons. For Keurig users wanting the signature espresso-style Latin roast.
• Ground Medium Roast Coffee Bag Medium roast ground coffee with balanced, smooth flavor featuring dark chocolate notes, optimized for more brewers and brewing methods than the traditional espresso grind. For home brewers seeking a versatile medium roast Latin-style coffee.
• Ground Dark Roast Coffee Bag Smoky and complex, full-bodied dark roast ground coffee with roasted notes, bold flavor that stands up to milk, sugar, and ice. For home brewers wanting a traditional dark roast Latin-style coffee.
• Ground Dulce de Leche Flavored Coffee Bag Medium roast ground coffee with Latin-inspired artificially flavored dulce de leche profile, delivering caramelized flavor with vanilla notes. Available in 11 oz bag. For home brewers wanting a flavored Latin-style coffee.
• Ground Espresso Coffee Canister Classic dark blend ground espresso coffee in the iconic yellow canister, available in 22 oz and 36 oz sizes. For consumers seeking the signature Café Bustelo espresso-style coffee in its traditional canister packaging.
• Supreme by Bustelo Ground Espresso Style Coffee Can Supreme by Bustelo medium dark roast ground espresso-style coffee in iconic can format, with complex notes enjoyed with or without milk and sugar. Suitable for virtually any coffee maker. For consumers wanting a smoother, more nuanced sub-brand offering.
• Supreme by Bustelo Ground Espresso Style Coffee Brick Supreme by Bustelo medium dark roast ground espresso-style coffee in a convenient brick format, with complex flavor enjoyed with or without additives. For consumers wanting the Supreme by Bustelo sub-brand in a compact brick format.
• Ground Espresso Coffee Brick Classic dark, pure espresso ground coffee in compact brick format. Available in 4 count brick, 16 oz brick, and 6 oz brick. For consumers seeking the signature Café Bustelo espresso-style coffee in a brick format.
• Medium Roast Whole Bean Coffee Medium roast whole bean coffee with balanced, smooth flavor and dark chocolate notes, in 10 oz bag. For consumers who prefer to grind their own beans at home.
• Espresso Instant Coffee Instant espresso coffee with all the flavor of classic Café Bustelo blends and no need for brewing. Available in 3.5 oz and 7.05 oz glass jars. For consumers wanting quick, on-demand Latin-style coffee.
• México Latin American Blend Instant Coffee Full-bodied instant coffee blend with distinct aroma, delivering the smooth flavor of Mexico and Latin America. For consumers wanting a regionally inspired instant coffee.
• Supreme by Bustelo Freeze Dried Instant Coffee Supreme by Bustelo freeze dried instant coffee that locks in strong flavor for rich, authentic Latin taste. Available in 3.52 oz glass jar. For consumers wanting the Supreme by Bustelo sub-brand in a quick-prep format.
• Espresso Coffee Single Serve Packets Single serve instant espresso coffee packets delivering rich aroma and full-bodied taste, in a 6 count carton. For on-the-go consumers wanting a single-serve instant Latin-style coffee.

Quantifiable outcome

• 98% incremental household reach beyond linear TV in Walmart connected TV campaign
• +1 more outcomes

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BNS (Brand New School)coreStrategic or Co-development Partner · 1 June 2026Creative agency partner that developed the Game Face limited-edition campaign featuring collectible coffee cans with tattoo kits. Creative direction led by Andres Rivera at Brand New School.
• Seeds for ProgresscoreStrategic or Co-development Partner · 1 January 2019Non-profit organization committed to transforming lives through education in coffee communities within Central America. Café Bustelo has donated over $550,000 since 2019, supporting infrastructure, technology, teacher training, and child labor prevention programs in Nicaragua and Guatemala.
• Hispanic Association of Colleges and Universities (HACU)coreStrategic or Co-development Partner · 1 January 2014Partnership with HACU for the El Café del Futuro Scholarship Program, awarding 25 scholarships of $5,000 each year to students at HACU member institutions. Over $1,050,000 awarded to 210 students since 2014.
• Inter Miami CFcoreGTM or Marketing PartnerCafé Bustelo is the Official Coffee, Espresso and Cafecito of Inter Miami CF, a Major League Soccer team. The partnership connects the brand with the passionate sports fan base in South Florida.
• Miami HEATcoreGTM or Marketing PartnerCafé Bustelo is the Official Cafecito of the Miami HEAT NBA basketball team, engaging with the Hispanic basketball fan community.
• Florida International University (FIU)minorStrategic or Co-development PartnerProud supporter of Florida International University and the Chaplin School of Hospitality & Tourism Management, supporting education in the hospitality industry.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nescafé: Global instant and ground coffee brand from Nestlé, with strong U.S. presence across retail and foodservice. Comparable across instant coffee, RTD, and ground formats, and competes in both mainstream and Hispanic consumer segments.
• Café Pilón: Leading Latin-style espresso coffee brand competing head-to-head with Café Bustelo in the Hispanic grocery channel. Directly comparable product offering (ground espresso, K-cups) targeting the same core Hispanic/Latino consumer base.
• Folgers: Iconic American coffee brand formerly under J.M. Smucker (sold to Keurig Dr Pepper in 2023). Directly comparable as a mass-market CPG ground and K-Cup coffee brand competing in the same grocery aisles as Café Bustelo with similar brewing formats.
• Gevalia: Swedish-style coffee brand owned by J.M. Smucker (alongside Café Bustelo). Sibling brand competing in similar grocery, K-Cup, and foodservice channels; directly comparable on product format and distribution.
• Lavazza: Italian espresso coffee brand with growing U.S. CPG presence in ground, whole bean, K-Cup, and capsule formats. Comparable as an espresso-style coffee brand with cultural authenticity positioning similar to Café Bustelo's Latin heritage.
• Maxwell House: Mass-market CPG coffee brand owned by Kraft Heinz, distributed across all major U.S. grocery channels. Comparable as a mainstream ground coffee, K-Cup, and instant coffee competitor with similar price-tier positioning.

Emerging players

• La Colombe: Specialty coffee roaster with strong RTD coffee presence (draft latte, cold brew) sold through grocery and foodservice. Comparable as a growth-stage coffee brand expanding in RTD formats where Café Bustelo is also competing.
• Café de Olla (various brands): Traditional Mexican cinnamon-and-piloncillo coffee category featuring emerging and heritage brands (e.g., Indio, regional Mexican coffee brands). Comparable as culturally-rooted Latin coffee products targeting overlapping Hispanic consumer occasions.

Broad incumbents

• Dunkin' Coffee (Retail): Dunkin's retail coffee line (K-Cups, ground, RTD via Coca-Cola partnership) is a mainstream competitor in grocery and convenience channels. Comparable on format breadth and price tier to Café Bustelo's K-Cup and RTD lines.
• Starbucks (Consumer Products): Starbucks' at-home CPG business (ground coffee, K-Cups, RTD via partnership with PepsiCo) is a direct competitor in retail. Comparable as a premium coffee brand with broad format coverage and significantly larger scale than Café Bustelo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CafeBusteloOFFICIAL
• Instagraminstagram.com/cafebustelo
• TikToktiktok.com/@cafebustelocoffee
• Xx.com/CAFEBUSTELO

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Café Bustelo