What Happy Products does

Happy Products (operating as happy®, legal entity We Are Happy, LLC) is a U.S.-based coffee brand co-founded in 2024 by CPG entrepreneur Craig Dubitsky and actor Robert Downey Jr., headquartered in Montclair, New Jersey. The company produces a five-format specialty coffee portfolio: canned cold brew, canned lattes (real milk, real sugar, no artificial ingredients), ground coffee, whole bean coffee (including limited-edition microlots), and K-Cup compatible pods. All products use 100% Arabica beans sourced from growers in Colombia, Brazil, Rwanda, Nicaragua, Peru, Honduras, Mexico, and Guatemala, slow-roasted at low temperatures and selected by in-house SCA-certified Q-Graders; pod SKUs carry Rainforest Alliance certification, and the majority of ground/whole bean SKUs are Raíz Sustainably Verified. Distribution spans 60,000+ points including Target, Walmart, Kroger family banners (with an exclusive 48 oz multi-serve cold brew format), Albertsons, CVS, HEB, Meijer, Raley's, Amazon, and an 800+ location Sheetz convenience partnership, alongside a direct-to-consumer e-commerce channel with a subscribe-and-save program offering 5-8% savings. The brand carries a structural mental-health mission, embedding NAMI helpline QR codes on every product and granting NAMI an equity stake from inception, with the Little Victories microlot donating 100% of sales to The Mental Health Coalition. Revenue is not publicly disclosed; based on distribution velocity and growth signals, the company is on a strong growth trajectory into its third year of operation.

Name

Happy Products

Legal name

We Are Happy, LLC

Website

https://happyproducts.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Happy Products is a U.S. specialty coffee brand (canned cold brews, lattes, ground, whole bean, K-Cups) co-founded by Robert Downey Jr., distributed across 60,000+ retail points and DTC, with a structural mental health mission aligned to NAMI.

Ownership category

akta.pro rank

Product category

Specialty Coffee & Ready-to-Drink Coffee Beverages

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080), Food And Kindred Products (2000)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industry

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

Keywords

• Ready-to-drink coffee
• Cold brew beverages
• Specialty coffee roasters
• Single-serve coffee pods
• Whole bean coffee

Headquarters

HQ city

Montclair

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, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through happyproducts.com with subscription model offering 5-8% savings and free shipping on orders over $30. Mix-and-match bundle builder for customized coffee orders.
2. Retail Wholesale: Wholesale distribution to major national retailers including Target, Walmart, Amazon, Kroger, Albertsons, CVS, Meijer, HEB, and convenience chains like Sheetz
3. Limited Edition Product Releases: Seasonal and limited-edition specialty coffee releases (Little Victories microlot, Over the Moon decaf, Dubai Chocolate, Black Forest Cake) with premium pricing and donation components

Pricing tiers

Go-to-market motion3 records

Distribution channels11 records

Marketing channels20 records

Core offering

Happy Products is a U.S. coffee brand that produces and sells 100% Arabica coffee across multiple formats: canned cold brew, canned lattes, ground coffee, whole bean coffee, and K-Cup compatible pods. The company slow-roasts beans sourced from Colombia, Brazil, Rwanda, Nicaragua, Peru, Honduras, Mexico, and Guatemala, and uses SCA-certified Q-Graders for quality assessment. Every product supports a mental health mission in partnership with NAMI, with helpline QR codes printed on packaging.

Product overview

Happy Products is a U.S.-based coffee brand co-founded by Craig Dubitsky and Robert Downey Jr. that offers five distinct product lines: (1) Canned Cold Brew Coffee in original, salted caramel, and tahitian vanilla varieties; (2) Canned Lattes in mocha, vanilla, caramel, chocolatey chip, dubai chocolatey style, black forest cake, and apple pie flavors; (3) Ground Coffee available in light, medium, and dark roasts plus flavored options; (4) Whole Bean Coffee including standard roasts and limited-edition microlot releases; and (5) Happy Pods™ K-Cup compatible coffee pods. The company also offers variety packs for sampling and a subscription service. All products feature 100% arabica beans, are responsibly sourced from farms in Colombia, Brazil, Rwanda, Nicaragua, Peru, Honduras, Mexico, and Guatemala, and support the company's mental health mission through NAMI partnership with the helpline printed on every product.

Differentiator

Problem solved

Functional benefit

Products and services

• Canned Cold Brew Coffee Ready-to-drink canned cold brew coffee made with 100% Arabica beans, slow-steeped for a smooth, bold flavor. Available in original (unsweetened), salted caramel, and tahitian vanilla varieties in 11 oz cans; 48 oz multi-serve bottles are available in-store at Kroger family retailers. Targeted at individual consumers seeking convenient, premium RTD coffee.
• Canned Lattes Ready-to-drink canned lattes made with 100% Colombian Arabica espresso, real milk, and real sugar, with no artificial sweeteners or flavors. Available in mocha, vanilla, caramel, chocolatey chip, dubai chocolatey style, black forest cake, and apple pie flavors in 11 oz cans with 40-80mg caffeine per can. Targeted at individual consumers seeking convenient, premium flavored RTD lattes.
• Ground Coffee Small-batch roasted ground coffee in 12 oz bags, available in light, medium, and dark roasts plus flavored varieties including cotton candy, dubai chocolatey style, chocolatey chip cookie, and blueberry. Made with 100% Arabica beans responsibly sourced from farms in Brazil, Colombia, and beyond. Targeted at individual consumers who brew drip, pour-over, or other at-home coffee methods.
• Whole Bean Coffee Slow-roasted whole bean coffee in 12 oz bags for customers who prefer to grind fresh. Available in light (Bright Side), medium (Daily Magic), and dark (Bold Type) roasts plus limited-edition microlot releases. Q-Grader-crafted blends sourced from Brazil, Colombia, Rwanda, Guatemala, and Nicaragua. Targeted at individual consumers seeking fresh-ground specialty coffee at home.
• Happy Pods™ (K-Cup Compatible Coffee Pods) K-Cup compatible single-serve coffee pods for Keurig 1.0 and 2.0 brewers, available in light (Extraordinary Light), medium (Miraculous Medium), and dark (Astonishing Dark) roasts. Rainforest Alliance Certified™, sold in 22-count boxes, made with 100% Arabica beans. Targeted at individual consumers who use single-serve pod brewing systems at home or office.
• Coffee Subscription (Subscribe and Save) Subscribe-and-save subscription service allowing customers to build custom bundles of canned cold brews, lattes, ground coffee, and K-Cup pods. Offers 5-8% savings and free shipping on orders over $30, with subscription management through the customer account portal. Targeted at individual consumers who drink Happy Products coffee regularly and want auto-delivery at a discount.

Quantifiable outcome

• 92 points Coffee Review rating for Little Victories Maracaturra microlot
• +3 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• SheetzflagshipChannel Partner/ Reseller/ Distributor · 3 February 2026Strategic partnership to bring Happy's RTD lattes and cold brews to over 800 Sheetz locations across 7 states (PA, MD, OH, VA, WV, NC, MI). Represents significant convenience store channel expansion for the brand entering its third year.
• National PTAcoreGTM or Marketing Partner · 4 December 2025Partnership to donate 1 million cups of coffee to educators and staff across the U.S., reaching over 350 schools in 37 states. Aims to support educator well-being and mental health awareness. Includes a teachers' lounge makeover giveaway.
• BEROflagshipStrategic or Co-development Partner · 1 January 2025Collaboration with Tom Holland's BERO brand to create the BERO x Happy Coffee Draught (non-alcoholic stout with freshly roasted coffee) and Happy Eternal Hoptimist ground coffee blend. Born from friendship, featuring Robert Downey Jr. and Tom Holland. The collaboration combines coffee expertise with craft beer innovation.
• Tate's Bake ShopcoreStrategic or Co-development Partner · 1 January 2025Tate's created Happy-inspired vanilla latte cookies while Happy created chocolatey chip cookie latte and ground coffee. Product collaboration launched at Walmart, expanding to Target and HEB. Represents cross-brand culinary innovation in food and beverage.
• The Mental Health CoalitioncoreStrategic or Co-development Partner · 1 January 2025Happy Products' Little Victories microlot coffee donates 100% of sales to the Mental Health Coalition. This aligns with the brand's mental health mission and provides consumers a way to support mental health through purchase.
• Hello Sunshine (Reese Witherspoon)minorGTM or Marketing Partner · 1 January 2025Happy Products provided caffeine sponsorship for the Shine Away women's conference hosted by Reese Witherspoon's Hello Sunshine, keeping 1,800 women caffeinated over the event weekend.
• Olive & JuneminorGTM or Marketing Partner · 1 January 2025Co-sponsor of the Happy Camper campus tour visiting West Coast colleges during finals week, alongside Buoy. Event-based marketing to engage students.
• BuoyminorGTM or Marketing Partner · 1 January 2025Co-sponsor of the Happy Camper campus tour visiting West Coast colleges during finals week, alongside Olive & June. Event-based marketing to engage students.
• World Happiness SummitminorGTM or Marketing Partner · 1 January 2025Happy Products sponsored the World Happiness Summit featuring experts like Dr. Arthur Brooks and Dr. Laurie Santos. Aligns with the brand's happiness and mental health messaging.
• NAMI (National Alliance on Mental Illness)coreStrategic or Co-development Partner · 1 January 2024Happy Products partnered with NAMI from day one, giving NAMI an equity stake in the company. Every product carries the NAMI helpline number and QR code linking to mental health resources. The partnership supports NAMIWalks events nationwide with coffee donations. The company believes in shared success and shared values with the mental health organization.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Rise Brewing Co. Independent RTD nitro cold brew and oat milk latte brand sold at Whole Foods, Kroger, Target, and convenience; closely matches Happy Products on canned RTD positioning and natural-ingredient messaging.
• Death Wish Coffee Co. Premium high-caffeine coffee brand selling whole bean, ground, K-Cups, and RTD cold brew through DTC, Walmart, Kroger, and other mass retailers; comparable audience, channel mix, and SKU ladder to Happy Products.
• Chamberlain Coffee: Celebrity-founded (Emma Chamberlain) specialty coffee brand selling whole bean, ground, and RTD products through DTC and major retail; the closest analog to Happy Products on founder-led brand building in modern specialty coffee.
• High Brew Coffee: Pure-play RTD cold brew and latte brand in 8-11 oz cans across mass grocery and convenience channels; competes head-to-head with Happy's canned line on shelf, price, and flavor rotation.
• La Colombe: Established specialty coffee roaster with leading RTD canned lattes and cold brews distributed in grocery and convenience; directly competes with Happy Products on the same RTD canned-latte shelf space at Kroger, Target, and c-stores.
• Stumptown Coffee Roasters: Heritage specialty roaster (owned by Peet's) with direct-trade coffee and a leading RTD cold brew line in grocery and foodservice; comparable on craft-roasted bag coffee plus RTD format competition.
• BERO: Tom Holland's specialty coffee brand and direct Happy Products collaboration partner; same celebrity-driven, mission-led specialty coffee positioning with retail and DTC distribution across the U.S.

Broad incumbents

• Blue Bottle Coffee: Nestlé-owned specialty coffee brand with freshly brewed retail, packaged beans, and an RTD cold brew and oat milk line at major grocery; a broader incumbent that competes with Happy's specialty and RTD lines at premium shelf.

Emerging players

• Copper Cow Coffee: DTC-led specialty Vietnamese coffee brand with pour-over kits and RTD lattes now expanding into retail; similar founder-led, premium-positioned, Asian-American consumer focus and RTD format.
• Jot Coffee: Ultra-concentrated specialty liquid coffee brand that disrupted the at-home coffee category with a new format; comparable as an emerging D2C-and-retail premium coffee brand using a differentiated format to drive trial.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wearehappyproducts
• Facebookfacebook.com/wearehappyproducts
• LinkedInlinkedin.com/company/we-are-happy-products
• Instagraminstagram.com/drinkhappyproducts
• TikToktiktok.com/@drinkhappyproducts
• Pinterestpinterest.com/we_are_happy_products

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Happy Products