Ethan Sanborn, then nine, and his father David turned a childhood craving into a powdered drink in July 2023, officially launching it in April 2024. The drink blends decaffeinated Arabica, raw cacao, pre‑biotic fiber, and a full spectrum of vitamins and minerals, and it sells for $14, with a production cost of about $3.50.
On March 15, 2025, the Sanborns pitched Kiid Coffee on ABC’s Shark Tank, seeking $50,000 for a 5% stake. Daniel Lubetzky of KIND Snacks counter‑offered $50,000 for 20%, and the Sanborns accepted, bringing seasoned expertise to the brand.
After the episode aired, the company logged thousands of orders and ramped up sales, reaching $75,000 in revenue by mid‑2024 and opening 150 stores by August 2025.
Parents can mix the powder with milk or water, and the formula is dairy‑free, soy‑free and gluten‑free, with a 99.9% caffeine‑free finish.
By August 2026, Kiid Coffee had stocked more than 400 retail locations, positioning it as the fastest‑growing kid‑friendly beverage on the market.