# Kaffi

Icelandic energy coffee

## Elevator pitch
We produce Kaffi — a line of incredible tasting, high protein, functional coffee drinks. We currently have 3 SKUs: Keto Latte, New Orleans & Iced Mocha and plan to introduce 3 more plant based SKUs next year.

- Canonical URL: https://wefunder.com/kaffilegacy
- Entity ID: wefunder:company:55325
- Last updated: 2026-09-14T05:01:57Z
- Generated at: 2026-09-14T08:41:13Z

## Quick facts
- 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.

## Active fundraises
- wefunder:fundraise:29588: 4(a)(6) successful (USD)

## Story
THE PROBLEMWe 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 CUSTOMERWe 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 OPPORTUNITYCoffee 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 2016-2019SUCCESSES TO DATELaunched 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

## FAQ
1. **Is this the same company as your Smari Organics? If seperate, what happened to that brand?**
   - Yes, this is the same company.
2. **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.
3. **Are you pursuing shelf space in any physical retail stores at this time?**
   - Yes we are.
4. **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...
5. **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.

## Team
- Smari Asmundsson (Founder & CEO)
- Ken Burke (Board Member & Advisor)
- Elliot Begoun (Advisor)
- Kat Tatum (employee)
- Ned Alpert (employee)
- Waven Dean Fernandes (employee)

## Q&A
- Q: 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.
  - A: 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.
- Q: Thank you Smari! I want to let all potential investors know with this message that this founder is extremely responsive and helpful. I'll be joining this campaign today!
- Q: Thank you, I found the answers to my questions.
  - A: Great! let me know if I can answer anything else.
- Q: Interested in investing in Kaffi. Please tell me about your yogurt product. Do you still sell this or have you had an exit? If so, what are some of the details. Thanks Todd V.
  - A: Apologies for the late reply. I'm just now seeing this question. We discontinued the yogurt early last year.
- Q: 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 coffee? Is this a shelf stable product? Also, a million+ net loss does not seem so good right off the bat. I'm a type of person that has tried them all. XD Unless it is going to incorporate some other thing like hemp in it. 1.4 million net loss is quiet hefty as well...
  - A: 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.
- Q: Are you pursuing shelf space in any physical retail stores at this time?
  - A: Yes we are.
- Q: Just curious when backers could expect to receive their perks?
- Q: I was trying to invest but the app glitched and I’m not sure if my investment went through.
  - A: Please send me an email to s@smariorganics.com with as much detail as possible and I'll reach out to the Wefunder team.​
- Q: Will you be extending this campaign round to reach the full $1.07 M ?
  - A: We will not. It’s ending in 5 days. 
- Q: Smari, thank you for your reply! How many shares would a hypothetical $1,000 investment buy an investor?
  - A: Convertible notes do not have a set share price, so I don't have an answer to that.
- Q: Please tell us; the current deal is convertible note w/5% interest, but a conervertible note typically converts the debt into shares rather than getting their money back with interest. So, please provide some info. For example, if an investor invests say $1,000 at 5% interest, what is the length of the debt holding and what would a return look like? Or if its shares later, of $1,000 loan, what would it look like?
  - A: Great question.  For simplicity let's say you invest $1000 in a convertible note that carries 5% interest, and it converts in a year.  In that case, your note + interest would be $1050, and that's the amount that would convert to shares.  Same if there's a discount, that would get added to the note at conversion.  Hope this helps.
- Q: Why don’t you lower the minimum to $100. You will get lot of investors ...
  - A: We feel that $250 is a good minimum amount in terms of fundraising.
- Q: Would you consider a nondairy version or shift entirely plant based, in the future?
  - A: Yes, we will release a plant based version in the future.
- Q: does this convert into common stock or pfd stock? will it have voting rights?and if it is pfd what are the terms?
  - A: The convertible note will convert to preferred stock, with no voting rights.
- Q: what about the decline in revenues. what happened?
  - A: We pivoted the company away from yogurt towards Kaffi.  Revenue declined during the transition.