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Super Coffee has raised $241.0M across 3 funding rounds.
Key people at Super Coffee.
Super Coffee has raised $241.0M in total across 3 funding rounds.
Super Coffee develops and distributes a range of ready-to-drink coffee products designed as a healthier alternative to conventional sugary options. The company's offerings integrate protein and other functional ingredients while minimizing sugar content, providing consumers with an energizing beverage without artificial additives. This approach centers on creating coffee-based drinks that align with health-conscious consumer preferences.
The company was founded in 2015 by brothers Jordan, Jake, and Jim DeCicco. The initial concept emerged from Jordan's college dorm room where he sought a coffee drink that could provide sustained energy without the sugar crash associated with many popular options. This personal need for a more beneficial, protein-infused coffee laid the groundwork for their product development.
Super Coffee targets a broad market of health-aware individuals seeking functional beverages for daily energy and nutritional support. The company envisions a future where healthy and delicious coffee options are readily accessible, contributing to improved dietary choices for consumers. Their long-term objective involves expanding the reach of their better-for-you products across diverse retail channels.
Key people at Super Coffee.
Super Coffee has raised $241.0M in total across 3 funding rounds.
Super Coffee's investors include Henry Ellenbogen, FINTOP Capital, Tony Florence, Rubicon VC, Skyview Capital, Torch Capital, Alex Rodriguez, Marc Lore, Vision/Capital/People (VCP), Andy Brown, Baron Davis, Dave Peacock.
Super Coffee has raised $241.0M across 3 funding rounds. Most recently, it raised $106.0M Series C in November 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Nov 8, 2021 | $106M Series C | Henry Ellenbogen | — | Announced |
| Aug 1, 2021 | $110M Series C | — | FINTOP Capital, Tony Florence, Rubicon VC, Skyview Capital, Torch Capital, Alex Rodriguez, Marc Lore, Vision/capital/people (vcp), Andy Brown, Baron Davis, Dave Peacock, Rick Holton | Announced |
| Jul 1, 2020 | $25M Series U | — | 7BC Venture Capital, ACME Capital, Felix Capital, Long Journey Ventures, Rubicon VC, Torch Capital, Tribe Capital, JON Goldman, Shervin Pishevar, Terry Dougas | Announced |
# Super Coffee: A Beverage Company, Not a Technology Company
Super Coffee is not a technology company—it is a health-focused beverage brand that manufactures and distributes sugar-free coffee products.[2] While the company leverages technology as an operational tool and is exploring innovative applications like robotic baristas, its core business remains food and beverage production, not technology development or services.
Super Coffee creates ready-to-drink coffee beverages, creamers, and espresso products designed for health-conscious consumers seeking alternatives to sugary drinks.[2] Founded in 2015 by college athlete Jordan DeCicco, the company targets busy professionals, fitness enthusiasts, and students who want sustained energy without compromising on taste or nutrition.
The company's mission centers on delivering products that combine coffee's energizing properties with protein and healthy fats while maintaining a sugar-free profile.[2] Super Coffee has achieved significant market penetration, with products now available in over 40,200 stores nationwide, including major retailers like Walmart, 7-Eleven, Sprouts Farmers Market, and Publix, as well as on Amazon.[5] The company claims to have removed more than 20 million pounds of sugar from the American diet to date.[5]
Jordan DeCicco, a point guard for Philadelphia University's men's basketball team, founded Super Coffee in 2015 after becoming frustrated with the limited healthy beverage options available.[5] Working from his dorm room, he created a sugar-free coffee alternative to fuel his post-workout recovery. The company—initially called Sunniva Super Coffee—grew from these humble beginnings into a bootstrapped operation.[2]
In the early days, the DeCicco brothers (Jordan, Jake, and Jimmy) manufactured products by hand in a makeshift bottling line located in the back of an old Domino Sugar factory in Baltimore, operating during the narrow window between 8 p.m. and 6 a.m.[1] They would produce inventory overnight, load it into a van, and make deliveries to DC-area grocery stores that opened at 6 or 7 a.m.[1] This scrappy approach reflected their commitment to quality and direct customer engagement before scaling operations.
Super Coffee rides the wave of health-conscious consumerism and the functional beverage trend that has gained momentum among Millennials and Gen Z consumers.[3] The timing proved advantageous: as traditional energy drinks and sugary coffee chains faced scrutiny over health impacts, Super Coffee positioned itself as a guilt-free alternative that doesn't require taste sacrifice.
The company's expansion reflects broader market forces favoring transparency, functional ingredients, and convenience. By securing shelf space in 40,200+ stores and maintaining direct-to-consumer channels, Super Coffee has become a visible player in the ready-to-drink coffee category, influencing how major retailers stock beverage aisles and signaling consumer demand for healthier options to competitors.
Super Coffee's trajectory suggests continued expansion into adjacent categories and geographic markets. The company's 2021 relocation from New York to Austin signals ambitions beyond its original East Coast base, while partnerships with technology providers like Stord for omnichannel fulfillment indicate investment in supply chain sophistication to support scaling.[7]
The company's exploration of emerging technologies—including robotic baristas capable of producing six cups per minute and experimental projects with MIT students on converting removed sugar into electricity for café operations—suggests Super Coffee may eventually operate physical locations as a complementary channel.[1] However, these remain future-state initiatives rather than current business drivers.
The core challenge ahead involves maintaining brand differentiation as larger beverage conglomerates inevitably enter the sugar-free functional coffee space. Super Coffee's advantage lies in its authentic origin story, established retail relationships, and demonstrated ability to innovate flavors that appeal to mainstream consumers while maintaining nutritional integrity.
