Product details

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Abstract

Super Coffee, the better-for-you, sugar free fortified brand, launched by the DeCicco brothers in 2015 was the number three ranked bottled coffee brand behind Starbucks and Dunkin in the US. The coffee brand which was fortified with added benefits revolutionised the good-for-you coffee market with its ready-to-drink beverages, creamers, espresso, cold brew, pods, grounds and a plant-based line as well as coffee subscription services. Super Coffee managed to attract celebrity investors and endorsers and was growing at a rapid pace. The brothers launched the brand with the goal to create a world where everyone was energised and inspired to create positive change in their lives and the lives of others, for a collective brighter future. There were rumours that the fastest growing brand in the bottled coffee category would become the target for acquisition by larger beverage companies since the other top brands in the category were affiliated with some of the largest food companies. Would the fastest growing brand, a relative newcomer in a market dominated by established players such as Starbucks and Dunkin, remain independent in its quest for a brighter future or be taken over?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Super Coffee
Employees:
51-200
Turnover:
USD 50 million (2020)
Type:
Self-owned
Industry:
Beverages

Featured protagonists

  • Jim DeCicco (male), Founder and CEO
  • Jake DeCicco (male), Founder and CRO
  • Jordon DeCicco (male), Founder and COO

About

Abstract

Super Coffee, the better-for-you, sugar free fortified brand, launched by the DeCicco brothers in 2015 was the number three ranked bottled coffee brand behind Starbucks and Dunkin in the US. The coffee brand which was fortified with added benefits revolutionised the good-for-you coffee market with its ready-to-drink beverages, creamers, espresso, cold brew, pods, grounds and a plant-based line as well as coffee subscription services. Super Coffee managed to attract celebrity investors and endorsers and was growing at a rapid pace. The brothers launched the brand with the goal to create a world where everyone was energised and inspired to create positive change in their lives and the lives of others, for a collective brighter future. There were rumours that the fastest growing brand in the bottled coffee category would become the target for acquisition by larger beverage companies since the other top brands in the category were affiliated with some of the largest food companies. Would the fastest growing brand, a relative newcomer in a market dominated by established players such as Starbucks and Dunkin, remain independent in its quest for a brighter future or be taken over?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Super Coffee
Employees:
51-200
Turnover:
USD 50 million (2020)
Type:
Self-owned
Industry:
Beverages

Featured protagonists

  • Jim DeCicco (male), Founder and CEO
  • Jake DeCicco (male), Founder and CRO
  • Jordon DeCicco (male), Founder and COO

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