# Super Coffee

> Super Coffee is the Austin-based beverage brand operated by Kitu Life, Inc., founded in 2015 by brothers Jordan, Jake, and Jim DeCicco. It sells ready-to-drink protein coffees, espresso drinks, and protein coffee powders through retailers and its online store. After rapid expansion, the business reduced product complexity and costs and launched its 25-gram Protein+ line in 2025.

- **Founded:** 2015
- **Headquarters:** Austin, United States
- **Founders:** Jordan DeCicco (Co-founder; CEO identified in a December 2025 founder update), Jake DeCicco (Co-founder; finance and commercial leadership), Jim (Jimmy) DeCicco (Co-founder; Executive Chairman identified in September 2025)
- **Products:** Lean Iced Lattes, Super Coffee Protein+, Protein+ Powdered Coffee, Super Protein Espresso, Coffee + Energy
- **Notable:** Forbes 30 Under 30 recognition for the brothers in 2019., Reported $55 million in 2020 sales., Raised a $106 million Series C in August 2021.

## Products & services

- **Lean Iced Lattes** — Ready-to-drink coffees in flavors including vanilla, mocha, and caramel. The current vanilla 12-ounce label lists 10g protein, 60 calories, and 0g sugar.
- **Super Coffee Protein+** — High-protein ready-to-drink coffee introduced in 2025. Current Mocha 12-ounce label: 25g protein, 150 calories, 1g sugar; contains milk, MCT oil, and sucralose.
- **Protein+ Powdered Coffee** — Mix-at-home protein coffee. Current vanilla label lists 25g protein, 130 calories, and 3g sugar per serving; ingredients include beef protein, casein, and dry milk.
- **Super Protein Espresso** — Canned espresso beverages, including Espresso & Cream and Vanilla, sold in the current online catalog.
- **Coffee + Energy** — Energy-oriented coffee range; the XXXtra format was assigned to convenience retail in the 2025 portfolio strategy.
- **Super Creamer, pods, and packaged coffee** — Historical portfolio extensions documented in 2021; availability varies and these are not assumed to remain in the current catalog.

## Achievements

- Forbes 30 Under 30 recognition for the brothers in 2019.
- Reported $55 million in 2020 sales.
- Raised a $106 million Series C in August 2021.
- Inc. Best Workplaces recognition in 2021, reported by the company.
- Jake DeCicco reported more than $10 million in Protein+ shipments through November 30, 2025.

## Latest updates

- **2026-05** — A Founders Only Club recap of Jimmy DeCicco’s remarks described expensive paid acquisition, weak repeat purchasing, and lessons about physical availability.
- **2025-12** — Jake DeCicco said Protein+ exceeded $10 million in shipments through November 30 after its first case shipped in April.
- **2025-11** — A November 20 company marketing email announced Protein+ Powder.
- **2025-09** — A Shelf Help founder interview described reducing 65 SKUs to 15 and cutting costs by 80%; those numbers reflect the interview’s account of the reset.
- **2025-03** — Protein+ previewed at Expo West alongside a channel-specific portfolio strategy.

## Links

- Website: https://www.drinksupercoffee.com/
- LinkedIn: https://www.linkedin.com/company/super-coffee
- Twitter/X: https://twitter.com/sunnivatweets
- Instagram: https://www.instagram.com/drinksupercoffee/
- Facebook: https://www.facebook.com/drinksupercoffee/
- TikTok: https://www.tiktok.com/@drinksupercoffee

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Profile page: https://yespress.io/super-coffee
Published by YesPress — https://yespress.io
Last updated: 2026-10-04