Lessons from Javvy Coffee: Building a Food & Beverage Brand That Listens to Consumers

Starting with a Simple Problem

In 2020, founders Justin Kemperman and Brandon Monaghan noticed a simple but powerful truth: people were buying iced coffee every day without paying much attention to what was inside. Many café drinks were loaded with sugar, cream, and syrups. They tasted good but left people feeling sluggish.

Justin once pointed to a typical iced latte and said, “That drink looks harmless, but it has more sugar than a soda.” Brandon agreed, and together they asked: what if iced coffee could be healthier, still indulgent, and easier to make at home?

Their answer was coffee concentrate—a liquid base sold in glass bottles. Instead of being locked into a café recipe, consumers could pour, mix, and customize their own cup.

Listening to Consumer Frustrations

From the beginning, they focused on listening. People said:

• “I want iced coffee that doesn’t make me crash.”
  
• “I need something quick in the morning.”
  
• “Café drinks are too expensive, and bottled ones are full of sugar.”
  

These frustrations showed the gap. Consumers wanted iced coffee that tasted good, supported their goals, and fit into busy routines.

Acting on Market Data

The numbers backed it up. The global ready-to-drink coffee market hit $30 billion in 2023, growing at more than 6% per year. Meanwhile, over 60% of consumers now say they’re looking for better-for-you beverages with lower sugar and functional benefits.

Javvy Coffee’s timing was perfect. Concentrates combined convenience with control, offering a product that gave consumers both flavour and function.

Building with Simplicity

Coffee concentrate solved multiple problems at once:

• No waste from half-empty pots.
  
• Consistent flavour every time.
  
• Ready in seconds.
  

Brandon explained it to a customer like this: “Think of concentrate as your base coat. You paint the rest however you want.” That clarity helped customers see the freedom the product gave them.

Expanding with Protein Coffee

The next insight came directly from consumers. People were already mixing protein powder into their coffee—but it clumped, tasted chalky, and wasn’t enjoyable.

Justin recalls: “We saw people posting their protein coffee hacks online. It looked awful. So we thought—why not make it taste good from the start?”

That led to Protein Coffee: a powder in a bag designed to mix smoothly with cold milk or water. It combined caffeine with protein in one drink—perfect for professionals, students, or fitness enthusiasts who needed fuel and focus without wasting time.

Lessons in Building a Brand That Listens

1. Start with Real Problems
   Don’t create for novelty. Solve frustrations people already have. Café iced coffees were too sugary, and DIY hacks weren’t satisfying. That gap became opportunity.
   
2. Use Feedback as a Compass
   Protein Coffee didn’t come from a boardroom—it came from watching how customers were hacking their routines.
   
3. Keep Products Flexible
   Concentrates gave consumers control. Flexibility turned into loyalty.
   
4. Balance Health with Enjoyment
   Healthier only works if it also tastes good. The indulgence factor matters just as much as the nutrition.
   

The Broader Takeaways

The food and beverage space is crowded, but listening is a competitive edge. One story illustrates this well: in the early days, a customer emailed to say the concentrate was “too strong.” Instead of ignoring it, Brandon called them directly. After a quick chat, the customer realised they were doubling the recommended ratio. That personal response turned confusion into brand loyalty.

Listening wasn’t just a launch strategy—it became part of how the company operates.

Future Opportunities

The market for functional coffee is expanding quickly. According to Statista, over 35% of U.S. coffee drinkers under 40 want added health benefits in their beverages. This demand will keep growing.

For brands, this means opportunity—but also responsibility. Consumers expect transparency, short ingredient lists, and products that actually deliver on both taste and function.

Action Steps for Entrepreneurs

• Pay attention to hacks: When customers mix, tweak, or complain, they’re signalling opportunity.
  
• Offer freedom: Build products that act as bases, not fixed formulas.
  
• Respond quickly: Treat feedback as a chance to educate and improve.
  
• Think long-term: Functional formats like protein coffee and concentrates aren’t fads—they’re shifts in consumer behaviour.
  

Closing Thoughts

Javvy Coffee’s story shows the power of listening. What began as frustration with sugary café drinks became a brand built on customizable, functional coffee.

Their success highlights a bigger truth for food and beverage entrepreneurs: the brands that win are the ones that listen, adapt, and solve real problems. Consumers don’t just want products—they want products that respond to them.