Laird Superfood Inc (NYSE:LSF) saw its shares rise modestly by 2.6% on Thursday following the announcement of its latest product innovation: a dairy-based protein coffee. Known primarily for its line of plant-based coffee creamers and superfood offerings, the company is broadening its product scope by introducing Protein Coffee with Lion’s Mane Mushroom, which incorporates whey protein sourced from dairy.
This new product iteration signifies a strategic shift for Laird Superfood as it steps beyond its typical plant-based product portfolio. Each serving is formulated to supply 10 grams of protein derived from a combination of whey and milk protein concentrate. Additionally, the formula is enhanced with lion’s mane mushroom, included for its reputed cognitive health benefits. The company underscores the product’s clean label, noting the absence of soy, gums, seed oils, and artificial additives.
Jason Vieth, CEO of Laird Superfood, framed the entry into the dairy market as a natural progression for the brand. He highlighted the company’s intent to impose its rigorous nutritional standards on a segment often criticized for processed ingredients and additives. This approach aims to deliver high-quality, clean whey protein to consumers, aligning with Laird’s brand ethos.
The protein coffee is currently offered in three flavor profiles: Sweet & Creamy, Vanilla, and Unsweetened. It is available through retail at Sprouts Farmers Market, direct purchases on the company’s website, and via Amazon. The offering comes in 5.3-ounce packaging priced at $19.99, with plans to expand retail presence going forward.
Despite this expansion, Laird Superfood reassures customers it remains committed to its established plant-based products. Its current lineup, including the Protein Instant Latte and Protein Creamer, will continue to be available, thus providing consumers with a choice between plant and dairy protein options.