Sunniva’s Super Coffee is marketed as a healthy energy alternative to bottled coffees and energy drinks. It’s made with organic Colombian coffee beans, lactose free protein and healthy fats from coconut oil. Three collegiate football playing brothers — Jake (Georgetown), Jordan (Philadelphia University) and Jimmy DeCicco (Colgate) — are the founders of Sunniva Super Coffee. And together they pitched the business on Shark Tank in February 2018. They went into the Tank seeking an investment of $500,000 in exchange for 4.5 percent equity. While the DeCiccos had the opportunity to pitch in front of beverage marketing guru Rohan Oza, alas, they did not get a deal on the show. Barbara Corcoran and Robert Herjavec said they didn’t like the taste. When Herjavec asks the brothers why he didn’t like it, one of them replied, “because you’re not a millennial.”
Since Shark Tank, Sunniva Super Coffee has been rebranded as Kitu. Kitu has launched a new formula of Super Coffee without sugar (and just 80 calories per serving) and Super Creamers, a line of dairy-based creamers with whey protein and coconut oil, available in vanilla, hazelnut and unsweetened flavors. Kitu reports that the sugar-free Super Creamers is launching in Wegmans and Fresh Thyme stores. Shark Tank returns for Season 10 on Sunday, October 7 at 10pm on ABC.
The DeCicco Brothers at work…
