Super Coffee is a brand of ready-to-drink coffee beverages sold in supermarkets and convenience stores. The Austin, Texas-based company was cofounded in 2015 by brothers Jordan, Jim, and Jake DeCicco. Super Coffee pitches itself as a healthier alternative to energy drinks and other ready-to-drink coffee beverages available on shelves.
Super Coffee was originally developed by Jordan DeCicco in 2015 during his freshman year at Philadelphia University. Jordan, then a student-athlete on the school's basketball team, brewed the coffee in his dorm room, adding protein and coconut oil to encourage muscle building and keep the beverages low in sugar. After the coffee became a hit with his teammates, Jordan began selling the beverages on campus. Eventually, Jordan enlisted his older brothers Jim and Jake to quit their jobs and join him in selling Super Coffee full-time. By late 2015, the brothers made their first Super Coffee sale at Whole Foods Market in Georgetown.
In 2017, the DeCicco brothers famously appeared on the ABC reality television show Shark Tank, in which small businesses and start-ups pitch their ideas to a panel of billionaire investors. By that time, Super Coffee had expanded to twenty Whole Foods and was being sold at various retail locations in the Washington and Baltimore areas. The DeCiccos asked the panel for $500,000 for a 4.5% share of Super Coffee, citing that they expected sales to increase from $600,000 to more than $2 million by the year's end. The episode ended with none of the Shark Tank panel members investing in Super Coffee.
Despite receiving no funding from Shark Tank, Super Coffee continued to do well, expanding to more stores and introducing more flavors. By 2018, the company began making and promoting products that fit into the Keto diet and attracted the attention of some high-profile celebrity investors, including singer Jennifer Lopez, retired baseball player Alex Rodriguez, and actor Patrick Schwarzenegger, among others. The company moved its headquarters from New York City to Austin, Texas in 2021. Super Coffee continued to achieve rapid growth, with its 2022 revenue reaching $124 million and expanding to grocery stores throughout the United States. In 2023, the company announced a collaboration with non-alcoholic brewery Athletic Brewing to create a pre-workout brew called Suped Up.