Sunniva Super Coffee Update | Shark Tank Season 9

College student Jordan DeCicco disliked sugary energy drinks and craved a healthy alternative. His homemade blend of organic coffee, protein, and coconut oil fueled him, so he started selling it from his dorm room. Seeing customer demand, Jordan partnered with his brothers to mass-produce Super Coffee, a delicious and functional energy drink. Let’s see if these three brothers were able to secure a deal on Shark Tank and take a look at a Sunniva Super Coffee update.

If you’re short on time, here’s a quick overview of what happened to Sunniva Super Coffee after Shark Tank.

Brothers Jake, Jordan, and Jim DeCicco appeared on Shark Tank, pitching their business, Sunniva Super Coffee, for $500,000 in exchange for 4.5% equity. After their pitch, they left the tank without a deal.

In terms of a Sunniva Super Coffee update, the company has thrived beyond expectations, attracting A-list celebrity endorsement and investors. They also rebranded to Kitu Life and surpassed the $100 million sales mark.

Shark	Result
Lori Greiner	No offer
Mark Cuban	No offer
Rohan Oza	No offer
Robert Herjavec	No offer
Barbara Corcoran	No offer

Shark Tank Sunniva Super Coffee Pitch

• Entrepreneurs:  Jake, Jim, and Jordan Decicco
• Business: Healthy coffee alternative
• Ask: $500,000 for 4.5% equity
• Result: No deal
• Sharks: None

The DeCicco brothers, Jake, Jordan, and Jim, entered the Shark Tank to pitch their creation, Super Coffee. As they explain to the sharks, it is a healthy energy drink with caffeine, protein, and healthy fats (MCT oil) from coconuts. 

It comes in four flavors: vanilla, cinnamon, mocha, and black. The DeCicco brothers are seeking a shark because they want to sell Super Coffee in more stores across the country. 

The DeCicco brothers come from a health-conscious family and want to take their tasty drink national. They’ve already started small, but they need shark’s help ramping up production and building their brand.  

After a confident pitch, the DeCicco brothers offered the sharks samples of their Super Coffee. Lori Greiner acknowledged the potency of their product, while guest shark Rohan Oza noted a stevia aftertaste. 

This initial hurdle wasn’t a good sign, as Robert Herjavec immediately exited the deal due to his taste aversion. 

Despite the taste concerns, the brothers pressed on, revealing impressive sales figures.  

With year-to-date sales of $600,000 and a projected year-end total of $2.1 million, they demonstrated early traction. They further explained their financials, highlighting a cost per bottle of $1.05, a wholesale price of $1.85, and a retail price of $3.29. 

The DeCiccos were clearly building a successful business, but would a shark see the potential beyond the initial taste test? 

Well, as expected, the initial taste test proved to be a hurdle for the brothers. Barbara Corcoran joins Robert in exiting the deal, citing the lingering aftertaste that Rohan previously mentioned. 

While Lori Greiner expresses some interest, the DeCicco brothers’ valuation proves too high for her, and she also withdraws from the deal. 

Mark Cuban follows suit, echoing Lori’s concerns about the valuation. 

With three sharks out, the pressure mounts. Rohan delivers the final blow, expressing doubts about the amount of money they’re seeking and reiterating his taste reservations.  

So, one by one, the sharks dropped out and didn’t make any offer, forcing the DeCicco brothers to leave without a deal. 

How did the brothers handle the setback? Find out in our Super Coffee update.

Shark Tank Sunniva Super Coffee Update 

Following their appearance on Shark Tank in 2017, the DeCicco brothers rebranded their company as Kitu Life, a name that cleverly combines “key to life” and “keto.” 

This strategic move reflected their focus on healthy, on-the-go beverages. The rebranding coincided with an investment from Patrick Schwarzenegger, son of Arnold Schwarzenegger, who later appeared on Shark Tank with his company, Mosh.

Our Sunniva Super Coffee update found that the company expanded its product line to include creamers in 2019. It secured a $25 million investment from prominent venture capitalists, including Aaron Rodgers’ company, Rx3 Ventures. 

The investment secured Sunniva Super Coffee’s place in the competitive beverage market. Forbes recognized the brothers in their prestigious 30 Under 30 list in 2019. By 2020, Kitu Life’s sales had skyrocketed to $55 million. 

The company’s investor pool gained star power with former NBA star Baron Davis joining, followed by celebrities Alex Rodriguez (A-Rod) and Jennifer Lopez. 

In 2021, Sunniva Super Coffee (Kitu Life) appointed Rosanna Godden, formerly the finance vice president at Whole Foods Market, as its chief financial officer. 

The company underwent a leadership change in 2022. Rosanna Godden departed her role as CFO, and Tyler Ricks, a seasoned executive with experience at major coffee and tea companies, was welcomed as the new CEO. 

Despite the leadership shift, Sunniva Super Coffee maintained its impressive financial performance. The company projected sales of $97 million for 2021 and boasted a valuation of $400 million. 

A critical factor in this success was a strategic partnership forged with Anheuser-Busch in late 2020. 

This deal granted Sunniva Super Coffee access to a vast distribution network, allowing them to place their products in major retailers like Walmart, CVS, Walgreens, Target, and numerous convenience stores nationwide. 

In 2021, the company secured an additional $106 million in investment, pushing its valuation to a staggering $500 million. 

While their products were only available in approximately 40% of U.S. retail outlets, Kitu Life had already established itself as the third-largest bottled coffee manufacturer in the country, trailing only Starbucks and Dunkin’. 

They brokered an Anheuser-Busch partnership, which promised to expand their reach further, potentially propelling them to the number one position. 

In April 2022, Sunniva Super Coffee’s sales projection crossed the $100 million mark. In May, it announced a partnership with rapper Vanilla Ice to promote its new Vanilla Iced Latte flavor. 

Kitu Life is exploring an initial public offering (IPO) as a means to fuel global expansion. By February 2023, Kitu Life announced that 2022 sales had reached a new high of $124 million. 

So, despite leaving Shark Tank without a deal, we’re calling this Sunniva Super Coffee update a success!

You can find the other company updates from Season 9 Episode 22 here:

• Gunnar Optiks Update
• Avocaderia Update
• Solsource Update

Don’t forget to take a look at our Shark Tank Season 9 page for more updates.