The three DeCicco brothers founded Super Coffee in 2015 in hopes of creating a healthy, protein-rich RTD coffee. Jim, Jake, and Jordan all worked out in college and found themselves running out of clean, energy-boosting coffee options, avoiding popular dishes high in sugar and calories.
They started mixing their own coffee with whey protein and coconut oil and selling it to their classmates and teammates. In 2015, they started the business together, and today have 70 full-time employees and nationwide distribution.
“For us, we never intended to be coffee entrepreneurs”, older brother Jim DeCicco told BeverageDaily. “But we realized that we weren’t the only ones who were tired and wanting healthier energy.”
Bottled coffee is everywhere
The base Super Coffee bottled line includes the Original, Vanilla, Hazelnut and Mocha. Each 12 oz bottle contains 80 calories, 10 g of protein, 200 mg of caffeine, 5 g of fat, and 1 g of carbohydrate. They source organic Colombian coffee and blend it with whey protein concentrate, MCT coconut oil, and monk fruit.
The DeCiccos have started to expand the portfolio over the past year, adding Super Creamer cartons in Original, Vanilla and Hazelnut and Super Espresso in Original, Vanilla and Caramel boxes. All products are lactose free and formulated with MCT oil and sugar free.
Coffees always taste creamy and sweet, just with healthier ingredients, Jim said. And with recent product growth, he shared that Super Coffee recently overtook its competitor La Colombe in terms of total dollar sales, and is now catching up with Starbucks, Dunkin ‘and Monster.
“We’re not hitting people over the head with biohacking or the keto diet or anything like that, we just want to be the affordable and best option for you,”he said.
For the fall season, Super Coffee is selling a maple pumpkin flavor and will soon introduce a new white chocolate and peppermint coffee and gingerbread eggnog cream.
This week, two new product references are uploaded to the Super Coffee, Cold Brew and Triple Shot Espresso website. Both are cold infused products formulated with L-Theanine, a green tea extract. The company also plans to launch a K-cup compatible product in the new year.
Jim said Super Coffee’s consumer base has evolved over the four years since its launch. The brothers initially created it for the student in mind, who would then continue to drink the products as they grow older.
But they found that women in their 40s are the biggest online shoppers. And with more expansion in the grocery store, the team is “Learn that bottled coffee is ubiquitous and that there is no particular audience for it as a category. “
“What we are seeing is that while people want healthy options and people are increasingly concerned about sustainability, [they] always want things that taste great, and they’re not willing to sacrifice the taste of their products for their health. People don’t want healthy things that don’t taste good ”,Jim said.
Super Coffee products can be purchased from the company’s website and nationwide retailers like Target, Whole Foods, CVS, and Meijer, mostly focused on the East Coast.