NEW Company VitaCup Launches, Offering Vitamin-Infused Coffee and Tea for Keurig® Systems

Monday, April 24, 2017 Diet & Nutrition News
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The Brand Blends Coffee and Tea with Essential Vitamins to Bring Better-for-You Brews to Consumers

SAN DIEGO, April 24, 2017 /PRNewswire/ -- VitaCup, a NEW company offering single-serving, K-Cup®-style coffee

and tea pods infused with essential vitamins, today launched with three flavorful blends: French Roast, French Vanilla and Green Tea. The brand maximizes the benefits of coffee and tea by incorporating vitamins that are critical to peak body function, and help to combat fatigue, boost immunity, and speed up the metabolism.

VitaCup's founder and CEO is Brandon Fishman, a San Diego-based entrepreneur who has also founded five internet companies, including digital marketing agency IMI, where he currently serves as CEO. Fishman was inspired to create VitaCup in 2015 after he consulted a naturopathic doctor, who specialized in hormones, lifestyle medicine, and clinical nutrition, to find out why he felt chronically unwell. He frequently came down with colds, normal workouts drained him, and he endured inexplicable hangovers after just 1-2 drinks. Blood panels showed Fishman was severely deficient in vitamins B1 (thiamine) and B12. Without sufficient B1, he couldn't properly metabolize alcohol, and he was suffering from adrenal fatigue due to a lack of B12 – hence the exhaustion and hangovers.

The doctor assured Fishman he wasn't alone. Studies show almost half the population is low in vitamins B12 and D, and 25 percent in vitamin B6 – a figure that climbs to 75 percent for women taking birth control pills. And while vitamin-deficiency is common, many people never even realize they're suffering from it.

Once Fishman began taking the vitamins recommended by his doctor, his energy levels soared. It was astounding to him how simple the solution had been. This experience sparked the idea to simplify the vital, but oft-forgotten, task of vitamin-taking by combining it with a universal morning ritual: coffee.

"I spent years feeling lethargic and unproductive and all it took to feel better was a daily dose of vitamins," said Fishman. "I've always started my day with coffee and when vitamins became part of my routine, it inspired the concept of VitaCup."

Fishman began consulting with doctors and registered dieticians, and later met Roastmaster Jeff McIntosh, a fifth-generation coffee grower with Intelligent Blends, a private-label gourmet coffee brand in San Diego. Determined to achieve a rich, quality taste and smooth finish, he experimented with countless ingredients before launching VitaCup.   

VitaCup pods contain coffee from Fair Trade sources in regions of South and Central America. Each roast features the brand's signature vitamin blend of B1, B5, B6, B9 (folic acid), B12, D3, and antioxidants. The Green Tea adds a powerful combination of Matcha and Moringa to the mix. All of the products are vegan, and free of gluten, dairy and soy. Reducing waste and minimizing the carbon footprint is a chief component of the company's mission; the pods are fully recyclable and produced in a LEED-certified facility. VitaCup employs nitrogen-packing to vacuum-seal each pod, which reduces oxidation and ensures a fresh, gourmet taste with every brew. 

VitaCup products are available now for purchase on in 16- to 28-count multipacks, ranging from $25-$150. Corporate rates are offered for bulk orders.

VitaCup plans to launch new formulations and flavors later this year.  


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