Caffeine Army
Caffeine Army is a Brazilian direct-to-consumer functional supplements company selling smart coffee-based beverages, protein, immunity, and sleep products via its own e-commerce site and Prime subscription app, serving health-conscious adults, fitness enthusiasts, and healthcare professionals in Brazil, the USA, and Puerto Rico.
- Company typePrivate
- Founded2015
- HeadquartersSalvador, Brazil
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Caffeine Army does
Caffeine Army is a Brazilian direct-to-consumer functional supplements company founded by Bruno Lima in 2015 and headquartered in Salvador, Bahia. Operating through the legal entity Grupo Caffeine Army Ind\u00fastria de Alimentos LTDA, the company markets smart coffee-based beverages, protein, immunity, and sleep products under the master Caffeine Army brand and the wholly-owned sub-brands Sublyme (Morning Shot immunity line) and Koala (sleep and recovery line). It sells 53 SKUs including the flagship SuperCoffee line (Original, Chocolate, Lajotinha, Doce de Leite, Beijinho, Vanilla Latte, Choconilla, and To Go sachet formats), Whey Protein, Creatine Creapure, Morning Shot, Koala, and the 2025-launched SuperCoffee Protein+.
The company\u2019s underlying technology centers on proprietary microencapsulated caffeine, combined with medium-chain triglycerides (MCT C8 and C10), L-tyrosine, B-complex vitamins, coenzyme Q10, taurine, and other functional ingredients, formulated to deliver sustained energy without the peak-and-crash pattern of conventional caffeine. Formulations are supported by peer-reviewed references (Thanawala et al. 2023; Avgerinos et al. 2020; Aussieker et al. 2025; Bideshki et al. 2025; Salleh et al. 2019). The Protein+ line adds a 5-in-1 blend combining whey protein isolate/concentrate, hydrolyzed collagen, HMB, L-Leucine, prebiotic fibers (inulin + acacia gum), L-Theanine, and 75mg of microencapsulated caffeine per 31g dose with under 100 calories. Manufacturing and distribution are operated via Super Ind\u00fastria de Alimentos LTDA in Serra, Esp\u00edrito Santo.
Caffeine Army generates revenue primarily through its own Shopify-powered e-commerce storefront and a dedicated Prime mobile app, with products offered via one-time purchase or an annual Caffeine Prime subscription that provides a 20% discount and free shipping. Pricing ranges from R$ 89.90 (Morning Shot Travel Size) to R$ 249.90 (SuperCoffee Protein+ 465g). A secondary Experts program provides nutritionists, dietitians, and physicians with a 30% professional discount and patient coupons, creating a healthcare-professional referral channel. The company serves health-conscious adults, fitness enthusiasts, and sleep/recovery seekers in Brazil, the United States, and Puerto Rico, with the CEO claiming a community of millions of members. The firm is privately held, privately funded, and operates with 11\u201350 employees.
Caffeine Army firmographics
Firmographics- Name
- Caffeine Army
- Legal name
- Grupo Caffeine Army Indústria de Alimentos LTDA
- Website
- https://caffeinearmy.com.br
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Caffeine Army is a Brazilian direct-to-consumer functional supplements company selling smart coffee-based beverages, protein, immunity, and sleep products via its own e-commerce site and Prime subscription app, serving health-conscious adults, fitness enthusiasts, and healthcare professionals in Brazil, the USA, and Puerto Rico.
- Ownership category
- akta.pro rank
Caffeine Army industry classification
Industry- Product category
- Functional Supplements
- NAICS
- Coffee and Tea Manufacturing (311920), Dairy Product Manufacturing (3115), Food (Health) Supplement Retailers (456191)
- SIC
- Beverages (2080), Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Caffeinated Functional Beverage Production (Non-Energy) (AFAFAFAG)
- akta.pro secondary industries
- Energy Drinks & Energy Shots (CRADAHAJ), Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)
Keywords
Where Caffeine Army is headquartered
LocationHeadquarters
- HQ city
- Salvador
- HQ country
- Brazil
- HQ region
- Latin America
Offices2 records
Markets served
Caffeine Army business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales (One-time Purchase): Direct e-commerce sales of supplement products including SuperCoffee, Morning Shot, Koala, Whey Protein, and Creatine. Products sold in various sizes (380g, 220g, 144g, 456g, 264g) with different flavor options.
- Caffeine Prime Subscription: Monthly or annual subscription program offering 20% discount for 12 months, free shipping on all orders, ability to change/add/remove items, and exclusive gifts on first order. Drives recurring revenue through customer commitment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | SuperCoffee Protein+ 465g |
| Unit Pricing | Pay-as-you-go | SuperCoffee 380g (Economic Size) |
| Unit Pricing | Pay-as-you-go | SuperCoffee 220g (Classic Size) |
| Unit Pricing | Pay-as-you-go | SuperCoffee To Go (Sachets) |
| Unit Pricing | Pay-as-you-go | Morning Shot 144g |
| Unit Pricing | Pay-as-you-go | Koala 456g (Economic Size) |
| Unit Pricing | Pay-as-you-go | Koala 264g (Classic Size) |
| Unit Pricing | Monthly | Whey Protein 420-435g |
| Unit Pricing | Pay-as-you-go | Creatine Creapure 250g |
| Subscription | Annual | Subscription Prime |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Caffeine Army product offering
Product offeringCore offering
Caffeine Army develops, manufactures, and sells functional food supplements—including smart coffee blends, whey protein, creatine, immune support shots, and sleep/recovery formulas—directly to consumers through its own e-commerce storefront and subscription program. The portfolio is anchored by the SuperCoffee line built on proprietary microencapsulated caffeine, with adjacent brands Sublyme (Morning Shot immunity), Koala (sleep), and standalone Whey Protein and Creatine SKUs.
Differentiator
Problem solved
Functional benefit
Brands
- SuperCoffee: Smart energy supplement with microencapsulated caffeine, TCM C8/C10, L-tyrosine, B-complex vitamins, coenzyme Q10, and taurine for clean, sustained energy, focus, and metabolic support.
- SuperCoffee Protein+
- Morning Shot
- Koala
- Whey Protein
- Creatina (Creapure)
Products and services
- SuperCoffee Smart coffee-based energy blend featuring microencapsulated caffeine, MCT C8/C10, L-tyrosine, B-complex vitamins, coenzyme Q10 and taurine, marketed for clean sustained energy, focus and metabolic support for health-conscious adults.
- SuperCoffee Protein+ Multifunctional protein supplement combining whey protein concentrate, whey protein isolate, hydrolyzed collagen, HMB, L-Leucine, prebiotic inulin + acacia gum fibers and L-Theanine, formulated for muscle building, digestive health, satiety and focus.
- Morning Shot (Sublyme) Morning supplement formulated with vitamins C, D, E, zinc, selenium, NAC, beta-glucan and other bioactive compounds, marketed for daily immune system support.
- Koala Nighttime sleep and recovery supplement formulated with magnesium, inositol, L-tryptophan, glycine and ENOVITA, marketed for restorative sleep and neuromuscular function.
- Whey Protein High-purity protein supplement combining isolated whey, concentrated whey and hydrolyzed collagen, marketed for muscle recovery and athletic performance.
- Creatina Creapure High-purity creatine monohydrate sourced from German Creapure, marketed for athletic performance and brain health support.
Quantifiable outcome
- Protein+ delivers 15g protein, 5.8g fiber, 75mg caffeine per 31g dose with under 100 calories
- +2 more outcomes
Companies that use Caffeine Army
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Caffeine Army technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Caffeine Army partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Google Cloud ComputingcoreGoogle Cloud Computing servers used for data storage and hosting. Privacy policy states 'All personal user data will be stored in an automated personal data file located on Google Cloud Computing servers.' This is a critical infrastructure partnership for the e-commerce and data management operations.
- SublymecoreSublyme is a brand within the Caffeine Army Group, specializing in Morning Shot immunity support supplements. Privacy policy states 'companies of the same economic group: CAFFEINE ARMY, SUBLYME and KOALA.' Products cross-sell on the same platform.
- KoalacoreKoala is a brand within the Caffeine Army Group, specializing in sleep and recovery supplements with magnesium and inositol formulations. Privacy policy confirms 'companies of the same economic group: CAFFEINE ARMY, SUBLYME and KOALA.' Products cross-sell on the same platform.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Caffeine Army competitors and assessment
Company assessmentDirect peers
- Athletic Greens / AG1: Premium D2C greens-and-supplement subscription brand. Peer to Caffeine Army on the supplement side (subscription-driven daily nutrition, science-backed formulation claims, multi-country expansion, strong social/community funnel).
- MUD\WTR: Functional coffee alternative brand with adaptogens and mushroom blends sold via D2C subscriptions. Comparable to SuperCoffee in proposition (clean sustained energy without traditional coffee crashes) and channel (DTC e-commerce + subscription).
- Organifi: D2C superfood/supplement brand offering juices, greens, and nootropic blends. Comparable to Morning Shot and Protein+ lines via functional-ingredient positioning, subscription pricing, and content-led customer acquisition.
- 4Sigmatic: Finland/US-based functional mushroom coffee brand selling instant coffees and elixirs through D2C and retail. Direct peer to SuperCoffee — same 'better-than-coffee' functional beverage positioning, subscription model, and science-forward marketing.
- Rise Brewing Co. D2C and retail nitro cold-brew and functional coffee brand. Comparable in functional-coffee positioning and DTC subscription model, though packaged in RTD cans rather than instant/sachet format.
- Bulletproof Coffee: Original 'Bulletproof Coffee' brand built around MCT/C8/C10 oils and functional coffee — exactly the model Caffeine Army launched by selling kits for in 2017. Closest functional-coffee equivalent, though operating at much larger scale.
Regional players
- Growth Supplements: Brazil's largest DTC sports-nutrition brand, operating via proprietary e-commerce. Comparable to Caffeine Army on the Whey/Creatine/Protein+ side, with similar D2C intensity but a much larger catalog and Brazilian-only geographic footprint.
- Max Titanium: Major Brazilian sports-nutrition and functional-food brand with extensive whey, creatine, and ready-to-drink portfolio. Comparable on the supplement/functional-food side; primarily regional (Brazil) with much broader SKU breadth.
Broad incumbents
- Black Rifle Coffee Company: Larger specialty DTC and retail coffee brand with broad flavor/SKU portfolio and loyal community. Comparable in audience (lifestyle-driven adult coffee consumers) and category footprint, though much broader than Caffeine Army's functional-niche focus.
- La Colombe: Specialty coffee roaster and RTD beverage operator (Draft Latte, canned coffees). Comparable in functional/RTD coffee positioning and multi-channel distribution, but a larger US-anchored incumbent that competes in adjacent retail shelves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Caffeine Army social profiles
Digital presenceCaffeine Army financial estimates
Financial estimateRevenue estimate
Valuation estimate
Caffeine Army leadership team
Management profileNumber of profiles
Profiles1 record
Caffeine Army subsidiaries and ownership
Company hierarchySubsidiaries2 records
Caffeine Army funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Caffeine Army M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Caffeine Army
What does Caffeine Army do?
Caffeine Army develops, manufactures, and sells functional food supplements—including smart coffee blends, whey protein, creatine, immune support shots, and sleep/recovery formulas—directly to consumers through its own e-commerce storefront and subscription program. The portfolio is anchored by the SuperCoffee line built on proprietary microencapsulated caffeine, with adjacent brands Sublyme (Morning Shot immunity), Koala (sleep), and standalone Whey Protein and Creatine SKUs.
Is Caffeine Army a public or private company?
Caffeine Army is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Caffeine Army founded?
Caffeine Army was founded in 2015. It employs 11 to 50 people.
Where is Caffeine Army based?
Caffeine Army is headquartered in Salvador, Brazil, in the Latin America region.
How does Caffeine Army make money?
Two revenue lines are on record. Product Sales (One-time Purchase) is the primary driver. The others are caffeine Prime Subscription.
Who are Caffeine Army's main competitors?
Direct peers on record are Athletic Greens / AG1, MUD\WTR, Organifi, 4Sigmatic, Rise Brewing Co. and Bulletproof Coffee. Regional players are Growth Supplements and Max Titanium. Broad incumbents are Black Rifle Coffee Company and La Colombe.
Does Caffeine Army have an API?
No public API is recorded for Caffeine Army.
What industry is Caffeine Army in?
Caffeine Army's product category is Functional Supplements. Its primary akta.pro industry code is AFAFAFAG, Caffeinated Functional Beverage Production (Non-Energy), with a secondary code of CRADAHAJ, Energy Drinks & Energy Shots. Its NAICS code is 311920 and its SIC code is 2080.