Invest in Laurel’s Coffee

Isabel has ALWAYS loved coffee. From canned coffee in high school to specialty coffee shops near USC, it makes sense she's gone on to start her own coffee company.

During her time at McKinsey, it became a staple in her routine - she would research the trendiest coffee shops in the cities she was traveling to and be sure to carve out extra time in the morning to visit them. She found particular interest in the regional/specialty items on their menu, and the unique flairs each of them had.

But between late nights and early mornings as a consultant, there wasn't always time for a coffee shop latte. Or they weren't open. So Isabel would have to find quick sources of caffeine, which often meant whatever she could find in the ready-to-drink coffee aisle of a nearby grocery or convenience store.

Everything in the coffee aisle had turned to functional or protein - lions mane, ashwagandha and collagen had taken over the coffee aisle, but nobody was going after the Starbucks glass bottle frappes that everyone knows and loves. When Isabel was looking for something quick in the morning before an early flight, she didn't care about lions mane or ashwagandha. She wanted something that was going to fulfill the same itch that led her to a coffee shop in the first place - creamy indulgence, balanced flavor and a gentle buzz.

There's a lot of products in the coffee set that have the word 'latte' on the label, but when you pour the can into a cup they're as thin as water. There's huge coffee companies with 'vanilla' canned lattes on the shelf that have more gums, lactase and canola oil than they do vanilla extract.

Separately, every flavored latte in the set is vanilla, salted caramel, or mocha - which hardly reflects the nuanced orders taking over the scene at specialty coffee shops.

We've launched with two SKUs - Classic and Dirty Chai, and are excited to launch our third SKU, Matcha. Classic is an elevated take on your normal latte, with a bit of bourbon vanilla extract for an elevated taste. The Dirty Chai latte has both coffee and chai, perfectly spiced, reminiscent of your coffee shop favorite. For our third flavor, we were between Matcha and Mocha - but loved the fact that Matcha opens up a new consumer base that doesn't drink caffeine, and allows a wider variety of use cases due to it's lower caffeine content.

Laurel's puts quality first - which is why in every single can, we use 100% A2 dairy sourced from Alexandre Family Farms, guatemalan coffee, and organic vanilla extract. You can truly taste the difference, and we brought the coffee shop home to you.

In 2024, we launched with key retailers Erewhon and Bristol Farms across all locations in Southern California. Since launch, Laurel's has been top 10 at both Erewhon and Bristol Farms, above the household names of La Colombe, Califia Farms, and even some Starbucks products. Laurel's delicious, creamy, indulgent lattes are the perfect fit for the natural grocer consumer that's looking for a better-for-you alternative without sacrificing taste.

We're hitting 2025 strong, launching key accounts in Northern California, including Berkeley Bowl, Nugget Market, Sacramento Co-Op and Woodlands Market in Q1 - following our regenerative organic certification. In March, we're opening up distribution down in Texas with launch at Central Market and Foxtrot, and are taking advantage by building out presence across the region.

Most excitedly, we have the opportunity to launch Whole Foods Market in Q3, the true litmus test of a brands viability in retail and an exciting opportunity to have as an early stage brand. We are excited to continue to rapidly learn, iterate, and execute across these key retail accounts in the first half of the year to hit Whole Foods strong in September.

Most importantly - we're different. The early adopters agree.