Laird Superfood launches whey protein coffee line

Laird Superfood Inc. (NYSE: LSF) launched a protein coffee product containing whey protein from dairy, marking the company's entry into dairy-based offerings. The Boulder, Colorado-based functional coffee company announced the Laird Superfood Protein Coffee with Lion's Mane Mushroom on Wednesday.

The new product contains 10 grams of protein per serving, combining whey and milk protein concentrate. Each serving includes lion's mane mushrooms and excludes soy, gums, seed oils, and sunflower lecithin, according to the company.

"Laird Superfood has always been an ingredient-first company, and the introduction of Protein Coffee with dairy creates an opportunity for the brand to serve a broader audience with the same uncompromising standards," said Gabby Reece, co-founder of Laird Superfood.

The protein coffee powder can be prepared with either hot or cold water and comes in three flavors: Sweet & Creamy, Vanilla, and Unsweetened. The product is available at Sprouts Farmers Market, LairdSuperfood.com, and Amazon, with additional retailers planned. A 5.3-ounce bag retails for $19.99.

CEO Jason Vieth stated the dairy market entry represents "the natural evolution for our brand." The company will continue offering its plant-based product lineup, including protein instant lattes, protein creamers, and coconut milk-based products.

Laird Superfood, co-founded by surfer Laird Hamilton in 2015, produces minimally processed superfood products including creamers, instant lattes, coffee, bars, and daily greens supplements.

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