Former Nature’s Bakery and PepsiCo executive Steve Gardiner will seek to scale Death Wish Coffee’s retail footprint in the US, which currently includes partnerships with Target, Walmart and Whole Foods
New York-based Death Wish Coffee has appointed a new CEO as it seeks to scale its retail presence in the US.
Founded in 2012, Death Wish Coffee is one of the largest organic and Fair Trade coffee brands in the US retail market. The company’s packaged coffee, which includes both arabica and robusta blends, is currently stocked in more than 25,000 US supermarkets, including retail giants Target, Walmart and Whole Foods.
The premium coffee roaster has appointed former Nature’s Bakery and PepsiCo executive Steve Gardiner as its new CEO – a strategic move Death Wish Coffee said will accelerate its growth in the retail premium coffee category.
Gardiner previously served as CEO of Nevada-based Nature’s Bakery from January 2022 and is credited with establishing it as the fourth-largest snack bar brand in the US. He previously spent 24 years at PepsiCo, where he led sales growth for the Tropicana and Gatorade beverage brands.
“When it comes to scaling CPG brands, Steve is a seasoned professional. His strategic vision will be extremely valuable as we continue to grow our national footprint and introduce a steady pipeline of innovation to our dedicated community of coffee lovers and new fans,” said Mike Brown, Founder, Death Wish Coffee.
Death Wish Coffee gained significant exposure in 2015 when it won a small business competition to run a free of charge commercial at Super Bowl 50. The sporting event attracted over 111 million viewers. The New York-based business has diversified its product portfolio within the last 12 months, launching its first light roast blend in September 2024 and introducing ready-to-drink (RTD) canned lattes six months later.
