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Thursday, Mar 28, 2024

Super Coffee Gives Shot at Better Brain

What do you get when you combine exotic superfoods with coconut milk and triple-distilled Arabica coffee? A “nitro super coffee” worthy of the name “Immordl Energy,” according to Immordl Inc. co-founder Scott Holmes. “You don’t have that caffeine hit where you feel buzzy or jittery,” Holmes said. “You just feel elevated for a few hours – there’s no spike, no crash.” Immordl Energy represents a growing trend in the “functional beverage” industry, one that is driven by consumers’ want to swig all-natural concoctions that provide more than hydration or a quick boost of energy. Buyers are willing to pay a premium for products that deliver on claims like those made by Bulletproof Nutrition Inc., a company started by Silicon Valley veteran Dave Asprey, who founded his brand on the belief that his morning cup of French press coffee infused with butter and “brain octane oil” could afford superior focus and superhuman energy. So why be Immordl when you could be Bulletproof? For Holmes, the answer is easy. “I’m so thankful Bulletproof came on the market – they really opened up a door,” he said. “(Our product) similarly uses coconut as a more healthful form of fat, but Bulletproof has butter – they don’t have superfoods.” Those “superfoods” are the champion of Immordl’s proprietary product, which is sold for $7 in a 12-ounce cup at more than a dozen health food stores and restaurants in Southern California. A blend of nutritional ingredients such as maca, chia seeds and roseroot deliver focus that is unmatched by any other product, Holmes said. Immordl Energy debuted on July 4 at all six Sunlife Organics shops following a strong performance at the chain’s Malibu location. It will also feature prominently in the new Santa Monica location of Erewhon Markets. And in the next few months, the company will begin selling ready-to-drink bottles in distributors’ stores from Santa Barbara to San Diego. “(Sunlife Organics customers) had just been going crazy over the product,” he said. “It became a bestseller almost overnight.” It may not be bulletproof, but it’s not a bad market position for a new product. – Helen Floersh

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