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Kaffi

Icelandic energy coffee

smarikaffi.com
Petaluma CA
Food Main Street Ecommerce B2C Lifestyle

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.
5
We have perfected Kaffi’s taste profile, creating the best tasting functional drink on the market.
6
Our proprietary energy system gives you an immediate kick, with no jitters or crashes.
7
Coffee startups have seen great exits with Blue Bottle aquisition valued at over $700M in 2017.
8
Same for functional drinks, with Suja being valued at $100M with Investment from Coke in 2015.

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

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Overview