Lori Greiner and the co-founder of Kiid Coffee Ethan on Shark Tank (Image Source – Instagram/@sharktankabc)
Does your kid also drool over the smell of coffee, but you, being a good parent, don’t allow them any? Well, Kiid Coffee is here to change that. No, not to turn you into a bad parent, but to bring a revolution to the world of coffee.
Hailing from Alpharetta, Georgia, David started noticing that his 8-year-old son, Ethan, had been stealing sips from his coffee. That’s when he decided to co-launch the world’s first coffee with his son, specifically for kids!
As adorable as the father-son duo is, the question is—did the sharks find their business exciting enough to invest in?
About Kiid Coffee
| Category | Details |
| Founder | David Sanborn and Ethan |
| Product Type | Beverage |
| Funding | Self Funded |
| Investment Ask | $50k |
| Equity Offered | 5% |
What Makes Kiid Coffee Unique?
Kiid Coffee has many stand-out features when it comes to product quality. It fills your taste buds with the essence of coffee, but the reality of the product is a little different, it is 99.99% caffeine-free, which is less caffeine than a single ounce of milk chocolate. It is made with organic, water-processed decaffeinated coffee, rich in antioxidants.
You can trust this product completely. It’s entirely plant-based, rigorously tested by independent labs, and free from any artificial ingredients. Plus, it comes in three delectable latte flavors: Choco, Original, and Caramel.
If we compare it with similar products available in the market, it still stands out, making a difference. Other products like chocolate milk, hot cocoa, and various flavored drinks fail to offer nutritious value to your children and are just another dose of sugar. There have been a few beverage businesses on Shark Tank already; what makes this one different.
- Kiid Coffee is made with no sugar. In fact, to add a little sweetness, they use organic monk fruit extract. It is free of allergens—no dairy, soy, gluten, or GMOs are used in the making. It comes with the goodness of a blend of vitamins and minerals to provide nutrition that meets the needs of growing kids.
- The creators have also taken care of your child’s gut, as it contains prebiotic fiber for healthy digestion. The list of nutrients includes calcium as well, for strong bones. Kiid Coffee certainly is the way to happier, healthier mornings.
The product is priced at $14.00, which makes sense considering the premium ingredients it contains.
How Did The Kiid Coffee Pitch Go on Shark Tank?
The pitch started with the cutest introduction by little Ethan and his business partner, Dad. At home, Dad might be the boss, but after the powerful delivery by Ethan, it looks like he’s the boss in the business game.
Very confidently and enthusiastically, the team briefed the sharks about their business, and then the stream of questions began.
The sharks began by asking Ethan, “Why business?” Turns out, he wants to buy a BIG house.
Kevin wanted to know how they sell—“the game plan for world domination of Kiid Coffee,” in his words. David told them that this isn’t his first consumer product business. He initially launched direct-to-consumer through their website and then expanded to two other channels as well.
Daniel was curious to know if this was David’s full-time gig. It wasn’t, as he is currently working on another business as well.
The sharks asked about both the selling price and the production cost of the product. Ethan confidently told them that the selling price is $14, while the making cost totals $3.50. He came prepared.
Then they were asked about the reasoning behind the high production cost. David explained that it was due to the excellent ingredients used, and the sharks couldn’t deny that part for sure. He told them that his aim is to bring it down to $2.80.
Ethan told them they have made $75K worth of sales since they started the venture in April 2024. Most of their sales are through the website. They invest their time and energy in Instagram promotion, featuring the proud owner, Ethan himself!
View this post on Instagram
Did Kiid Coffee Get a Deal on Shark Tank?
Starting with Shark Mark, he felt that it was too early in their venture to invest, so he refrained from offering any deal.
David agreed, saying, “Yes, it is early,” but then he told them that they already had interest. He explained that the coffee is already sold in three different coffee shop chains. In fact, at a minimum, each shop sells two bags a day. They are already serving Kid Coffee, and that’s not bad.
The first offer was made by Kevin—$50K for a 30% stake—followed by a combined offer from Lori and Mark for $50K for a 20% stake. Similarly, Daniel jumped in with his own offer of $50K for a 20% stake.
Apparently good with numbers and enthusiastic about business, Ethan speaks up for himself, telling the sharks that 10% works for him.
Daniel Lubetzky finally countered with $50K for a 20% stake, with 5% returned when David goes full-time.
Seeing that, Kevin revised his first offer and proposed his final one—$50K for a 15% stake. Little Ethan forgot he had a partner for a minute there and blurted out, “Okay!”
Although both Mr. Wonderful and Daniel offered the same sort of deal, it came down to who would make the best partners for the business. In the end, the father-son duo accepted Daniel’s deal.
View this post on Instagram
What Happened to Kiid Coffee After Shark Tank?
Kiid Coffee reached new heights of publicity after appearing on Shark Tank Season 16. According to Google Trends, searches for “Kiid Coffee” peaked at 6:50 PM on March 7, 2025, when the episode was released on Hulu.
Apart from that, their post about Shark Tank hit 10K likes in just five hours! That will help them attract a lot of new customers. Netizens have been commenting, showing their interest in the product and how much it was needed in the market. So, if we are to predict, it looks like a bright future for Kiid Coffee.
Where to Buy
If the episode intrigued you or this article has tempted you to try “Kiid Coffee,” it is available on their official website with special offers. Buy 2 and save 10% ($12.60 per bag) or buy 3 and save 25% ($10.50 per bag). It is also available on Amazon.
Summary
- All in all, the father-son duo was fun for everybody. They came in with a super healthy alternative to coffee—that too for kids! Who would have thought?
- It is filled with nutrients like vitamins and calcium and also contains probiotic fibre for good gut health.
- Although in the beginning, none of the sharks were ready to invest, as soon as they got to know that the coffee was already brewing in coffee shops, their interest grew.
