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Laird Superfood, a functional coffee and superfood brand, has launched Protein Coffee with real whey protein, marking its first foray into dairy-based products.

The launch targets rising consumer demand for clean, high-quality, animal-derived protein, positioning Laird to capture a broader share of the growing functional beverage and ready-to-drink coffee market.

The new product blends fast-absorbing whey protein with slower-digesting milk protein, providing all nine essential amino acids for muscle recovery, sustained energy and satiety. It also contains lion’s mane mushrooms to support cognition and focus.

Each 5.3oz serving delivers 10g of protein without soy, gums, seed oils or artificial ingredients, reflecting Laird Superfood’s ingredient-first ethos.

“Entering the dairy market is a natural evolution for our brand,” said CEO Jason Vieth. “We’re bringing our strict nutritional standards to a category often dominated by additives and processed ingredients, providing high-quality whey protein to consumers who want clean, functional options.”

Co-founder Gabby Reece added that the move allows the brand to serve omnivores while maintaining its commitment to minimally processed ingredients.

Laird Superfood Protein Coffee is available in Sweet & Creamy, Vanilla and Unsweetened variants and can be prepared hot or iced. It is currently sold at Sprouts Farmers Market and online, with wider retail distribution planned.

The launch complements the brand’s existing plant-based portfolio, which includes protein lattes, creamers and instant beverages.

Functional beverages remain one of the fastest-growing segments in the $40 billion US coffee and dairy protein market, with consumers increasingly seeking convenient, high-protein options that support their health and wellness goals.

Laird’s entry into whey-based coffee leverages its existing brand equity in superfoods while expanding its relevance to a broader demographic of protein-focused consumers.

Founded by surfer Laird Hamilton and fitness icon Gabby Reece, Laird Superfood has built its portfolio around minimally processed ingredients, offering coffee, creamers, bars and functional greens.

The brand has positioned itself at the intersection of premium coffee, functional nutrition and lifestyle branding, an increasingly attractive combination for retailers looking to capture higher-margin health-oriented products.