So to clarify, is this an investment in Smari Organics (including the Yogurt). The coffee market is pretty much saturated, what differentiates Kaffi? What is the price per bottle? Any plans to come up with Nitro? This seems to be the hottest segment now.

Yes, that's correct. This is an investment in the company, but we are no longer making yogurt. We pivoted towards Kaffi last year. Pricing is $4.99, which is right in line with other functional drinks. We are playing in the functional (coffee) space, which is very different from the cold brew coffee space, with much fewer players.

Why did you pivot away from yogurt? Wouldn't it be easier to penetrate that market (with only two major skyr competitors) than a rather saturated coffee market, even in the functional space?

Fantastic question. It’s not a decision we took lightly, and we took over 2 years to decide what would be the best path of action, and to take that action. We grew very fast initially, but after about 4-5 years in business the landscape for dairy yogurt had changed significantly. There was incredibly downward pressure on pricing, and we were not able to pass on to consumers the true cost of organic ingredients. This was mostly due to downward pricing and deep promotions from the larger player...

What is the 1 year? 3 year? 5 year? Outlook. How does this differ than the many protein rich coffees out there like High Brew, KOIA, Iconic Protein, Kitu Super Coffee, Ripple, Starbucks, OWYN, REBBL, Bulletproof Coffee....... What other product assortment will there be besides...

Great questions. Please go ahead and download our deck, which will answer your questions about projection and how we stack against the competition. Kaffi is not shelf stable at the moment, but we're working on that. We will be adding more SKUs down the road, but for now the focus is on increasing market share.

Kaffi Updates, Team, and Funding Progress | Wefunder, Home of the Community Round

We have over $200k in revenue in the first few months of launch.

Launching on Amazon in June, making Kaffi available to the entire country! Will be D2C in August.

Our experienced team is led by a passionate founder who knows how to lead to a successful exit.

Functional coffee drinks is one of the fastest growing segments of the huge beverage market.

We have perfected Kaffi’s taste profile, creating the best tasting functional drink on the market.

Our proprietary energy system gives you an immediate kick, with no jitters or crashes.

Coffee startups have seen great exits with Blue Bottle aquisition valued at over $700M in 2017.

Same for functional drinks, with Suja being valued at $100M with Investment from Coke in 2015.

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