Seeking to broaden its appeal, Sunniva Super Coffee has rebranded as Kitu Life, bringing with it new packaging and a new formulation for its line of organic RTD “super coffees” made with protein and medium chain triglyceride (MCT) oil. The company will premiere its new identity at Natural Products Expo East 2018 in Baltimore next week.
Speaking with BevNET, Kitu Life CEO Jim DeCicco said there were several reasons for the rebrand. He noted that the company wants to fine tune its messaging while distribution is mostly centered in the New York metro area before launching a larger national rollout. As well, the name “Sunniva” was already in use by a Canadian cannabis corporation, which also owned the web domain.