Robert Downey Jr and CPG exec enter $28B coffee category with Happy

Robert Downey Jr and Craig Dubitsky, founders of Happy PHOTO: HAPPY

Actor Robert Downey Jr. and Craig Dubitsky — the founder of Eos and Hello consumer products — are entering the coffee category with a new beverage company called Happy.

Happy is introducing light, medium and dark roasts in whole bean and ground varieties, along with instant packets and Keurig K-Cups. The company said its brews feature notes of chocolate and biscotti, among others. It is also touting the traceability of the coffee beans it sources from with a QR code on its packaging.

Dubitsky said in an interview that his shared passion for coffee with Downey Jr. drove them to create the brand. In fact, the actor insisted on tasting an abundance of coffee blends to find the perfect flavor and even delayed Happy’s launch, which was initially scheduled for last year.

The growing U.S. coffee category, which is worth $28 billion, has attracted new smaller players and prompted large CPG manufacturers to bulk up their presence in the space through acquisitions.

Despite Downey Jr.’s star power and Dubitsky’s CPG experience, it will likely prove challenging to break through the crowded market. But Happy is prioritizing affordability and quality above other metrics, according to Dubitsky.

While Downey Jr. and Dubitsky intend to focus on coffee initially, the duo have other plans in the food and beverage space. But they are taking a cautious approach about their next move.

Food Dive