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Kitu Life raises $106m to grow Super Coffee RTD brand

Super Coffee parent company Kitu Life has raised $106m in latest funding to expand distribution and marketing channels 

Super Coffee celebrity investor Jennifer Lopez | Photo credit: Super Coffee

Health-focused beverage maker Kitu Life has more than doubled its valuation to over $500m, with its latest funding round led by Durable Capital Partners. 

“We’ve come a long way from our little brother’s dorm room,” said Jim DeCicco, CEO, Super Coffee. 

“This partnership with Durable will fuel our distribution expansion, while allowing us to invest in national advertising and brand-building efforts,” adds DeCicco. 

Founded in 2016 by brothers Jordan, Jake, and Jim DeCicco, Super Coffee was created to target health-conscious consumers seeking sugar-free bottled beverage. The business has subsequently attracted celebrity investors, inclduing singer Jennifer Lopez and baseball player Alex Rodriguez.

Super Coffee is available in a range of ready-to-drink (RTD) beverages and a selection of retail packaged coffee products via its online store. 

Sales of retail packaged coffee have soared since the start of the pandemic as temporary café closures and lockdowns have driven consumers to seek premium at-home coffee experiences. 

In July 2021, Starbucks and Nestlé announced the launch of its RTD coffee products in new global markets, and in October 2020, JDE Peet’s announced it would increase coffee pod production by 60% to meet rising global demand. 

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