Laird Superfood Enters Dairy Market with Whey-Based Protein Coffee
Laird Superfood, known for its functional coffee and superfood products, has introduced Protein Coffee featuring real whey protein. This product launch signifies the company's initial venture into the dairy sector. The new beverage aligns with the increasing consumer interest in clean, high-quality protein sources derived from animals.
The Protein Coffee combines fast-absorbing whey protein with milk protein, offering all nine essential amino acids for muscle recovery, energy, and satiety. Additionally, it contains lion’s mane mushrooms for cognitive support. Each 5.3oz serving provides 10g of protein, adhering to Laird Superfood’s ingredient-first philosophy by excluding soy, gums, seed oils, and artificial components.
CEO Jason Vieth described the move as a natural progression for the brand, emphasizing their commitment to nutritional standards in a category often laden with additives. Co-founder Gabby Reece highlighted the brand's dedication to serving omnivores while maintaining minimally processed ingredients.
The Protein Coffee is available in Sweet & Creamy, Vanilla, and Unsweetened flavors and can be consumed hot or iced. It is currently sold at Sprouts Farmers Market and online, with plans for expanded retail distribution. This launch complements Laird's existing plant-based offerings, which include protein lattes and creamers.
The US coffee and dairy protein market, valued at $40 billion, sees functional beverages as one of its fastest-growing segments. Consumers increasingly seek convenient, high-protein options that support health and wellness goals. By entering the whey-based coffee market, Laird capitalizes on its brand equity in superfoods and targets a broader demographic of protein-focused consumers.
Founded by surfer Laird Hamilton and fitness icon Gabby Reece, Laird Superfood has carved a niche at the intersection of premium coffee, functional nutrition, and lifestyle branding. This strategy appeals to retailers aiming to capture higher-margin health-oriented products.
