Where Is Super Coffee From Shark Tank Today?
For many early birds, a cup of coffee is the first thing that is sipped in the morning. While some simply enjoy the taste of coffee, many rely on a cup of joe for the side effects of caffeine. According to Healthline, caffeine is a natural stimulant that keeps us awake and boasts many health benefits.
If you need an additional boost of energy, you may reach for energy drinks, which the National Center for Complementary and Integrative Health defines as a product designed to "enhance mental alertness and physical performance." While energy drinks are popular, the drinks may do more harm than good. Energy drinks are high in sugar, which can increase the risk of heart attacks, cardiovascular disease, and other health problems.
If you want an energy drink without harmful ingredients, you're not alone. According to Philadelphia Magazine, Jordan DeCicco brewed his first batch of Super Coffee in his Philadelphia dorm room in 2016 in an attempt to find an alternative to sugary energy drinks. DeCicco told the magazine that he sold the drink to students on campus in the hopes of shifting students' reliance on energy drinks filled with sugar. Super Coffee claims to be a low-sugar, high-protein alternative, packed with ingredients like organic coffee, plant-based protein, and coconut oil.
The story of Super Coffee
Once Jordan DeCicco found success in selling his coffee concoctions, he dropped out of college and launched a company, then called Sunniva Super Coffee, dedicated to the drink, according to Philadelphia Magazine. He recruited his brothers, Jim and Jake, to help expand the company. Early on, the DeCicco brothers found success, and by the time they appeared on "Shark Tank," their Super Coffee drinks were being sold in a variety of supermarkets, including Wegmans, Whole Foods, WaWa, and Acme.
Of course, like most entrepreneurs, the DeCiccos weren't satisfied to simply rest on their laurels. With dreams of expansion, the trio found its way onto "Shark Tank" Season 9, Episode 22. In this episode, the three brothers asked for $500,000 in return for 4.5% ownership of the company. Unfortunately, their pitch quickly ran into problems. Although they offered such varied flavors as Vanilla Bean, Maple Hazelnut, Dark Mocha, and Black Brew, Robert Herjavec didn't seem to be a fan of any of them and quickly dropped out.
Similarly, Barbara Corcoran complained of an unlikable aftertaste. Though she complimented the men for their business acumen, she also dropped out. Mark Cuban and Lori Greiner quickly followed Herjavec and Griner over concerns about their ability to profit from the business. Unfortunately, Guest Shark Rohan Oza, who had the most experience in the beverage industry, also disliked the taste, so he dropped out as well. Although the DeCiccos left the tank empty-handed, according to a video on Super Coffee's website, it didn't stop them from growing big.
Success after Shark Tank
It doesn't seem like the brothers needed the sharks' help after all. Super Coffee has only gained popularity since the "Shark Tank" episode. According to Forbes, Super Coffee is the third most popular "ready-to-drink" coffee in the United States. By 2019, a year after the trio appeared on "Shark Tank," Super Coffee rebranded as Kite Life and was featured in Forbes' 30 Under 30 list. Even a brief review of the company's financial information makes clear why. In the year the company appeared on "Shark Tank," Super Coffee saw $4 million in sales. Two years later, it jumped to $55 million.
Since appearing on "Shark Tank," Super Coffee has also expanded its brand offerings considerably. The business now sells a total of 30 different products, including creamers, coffee grounds, espresso, and new Super Coffee flavors, in millions of stores across the country. Some of its latest Super Coffee flavors include Strawberry Glazed Donut, Peppermint Mocha, and Cinnamon Roll.
Although Super Coffee may not have walked out with financial backup from one of the sharks, the company has gained love from coffee aficionados and celebrities alike. In fact, actress and singer Jennifer Lopez and former baseball player Alex Rodriguez invested in the company in 2020 (via PR Newswire).