Kaffi
Icelandic energy coffee
Last Funded November 2020
$124,066
raised from 128 investors
Highlights
1
We have over $200k in revenue in the first few months of launch.
2
Launching on Amazon in June, making Kaffi available to the entire country! Will be D2C in August.
3
Our experienced team is led by a passionate founder who knows how to lead to a successful exit.
4
Functional coffee drinks is one of the fastest growing segments of the huge beverage market.
Our Team
Founder & CEO
Smári was born in Iceland, and moved to the US to study photography. After a very successful advertising photography career, he realized he was more passionate about food than advertising and he’s been involved in consumer packaged goods ever since.
Kaffi Restores Bravery. I created Kaffi to help you and everyone else take the million brave steps we have to take so that you can conquer life every single day.
Board Member & Advisor
Ken built a leading enterprise class ecommerce platform company to a very successful exit. He now advises other entrepreneurs.
Advisor
Elliot is a 30-year industry veteran, author, and the Founder of TIG, a 1:1 customized alternative accelerator focused on helping emerging natural product brands grow. TIG works with entrepreneurs to build nimble, capital-efficient, resilient brands.
Pitch
THE PROBLEM
- We all need more energy.
- Energy drinks do not taste good. Period.
- Energy drinks are not good for your health. Period.
- People either avoid energy drinks due to bad taste, or they should avoid them due to bad ingredients.
TARGET CUSTOMER
- We call our target customers Joe and Lizzie.
- Joe is 22. He lives a fast-paced life, but not necessarily a healthy one. He drinks Kaffi for the immediate boost of caffeine, plus the protein helps him skip a meal or two.
- Lizzie is 33. She also has a fast-paced, active lifestyle, but focuses on her health much more than Joe. She drinks Kaffi pre-workout or after yoga class. She appreciates the healthy attributes of Kaffi, which are rare in an energy drink.
MARKET OPPORTUNITY
- Coffee is a $14.4B market in the US. RTD is the fastest growing segment within coffee.
- 72% of Americans drink coffee. Of those 43% drink coffee daily.
- Millenials drink 2x as much coffee as Gen X. More than half Millenials drink cold coffee.
REFRIGERATED COFFEE SALES
- 2016: $205.9M, 13.9% growth
- 2017: $252.9M, 22.3% growth
- 2018: $341.7M, 20.1% growth
- 2019: $405.2M, 26.4% growth
- 18.56% CAGR 2016-2019
SUCCESSES TO DATE
- Launched 2019.
- Sprouts Innovation Program in December 2019.
- Kroger Innovation Program in January 2020.
5 REASONS TO INVEST IN SMÁRI, INC.
- Delicious, innovative product that’s good for you.
- Emerging, incredibly fast growing category, that grew 26.4% YOY.
- Seasoned, passionate entrepreneur.
- Early traction and interest by key retailers.
- Segment is known for great multiplies and large acquisitions at exit.
YEARLY SUMMARY