9-year-old Ethan Sanborn stood in front of the sharks and pitched his product, Kiid Coffee, during Season 16, Episode 12 of Shark Tank. Just a year after appearing on the show, his company has grown into a seven-figure business with distribution in more than 400 retail stores across the United States. But the idea behind the brand had been around long before television cameras were involved.
The concept for Kiid Coffee came from a challenge the Sanborn family faced at home. After Ethan suffered two separate accidents that resulted in broken legs, his parents began paying closer attention to his nutrition.
Like many children, Ethan struggled to get enough key nutrients through food alone. At the same time, he loved sharing the morning coffee ritual he saw his father enjoy each day.
There was one problem: regular coffee wasn’t an option for a child.
Instead, Ethan and his parents experimented with a drink that would capture the flavor he liked while removing the caffeine. They began developing a beverage that could be mixed with milk, creating something that felt similar to coffee but was designed specifically for kids.
The result was a powdered drink blend that is 99.9% caffeine-free, contains no added sugar, and includes nutrients children often miss in their daily diets, including calcium, vitamin D, magnesium, and fiber.
“I remember watching my dad drink coffee every morning, and I just wanted to have some with him,” Ethan said. “When I wanted to make something of my own, my parents said we could do it if we removed the caffeine and added nutrients kids need.”
@sarahfranzlife breaks down all the added benefits that are found in Kiid Coffee.
Shark Tank investment helped fuel growth
The brand’s national visibility expanded after Ethan and his father, David Sanborn, pitched their idea on Shark Tank.
During the episode, they secured a $50,000 investment from Daniel Lubetzky, the entrepreneur behind KIND Snacks and Camino Partners.
Following the appearance, the company began scaling quickly.
Within about a year, Kiid Coffee surpassed $2 million in projected annual sales and expanded into more than 400 retail locations nationwide.
From Shark Tank to 400+ Retailers
After appearing on Shark Tank Season 16 Episode 12, the Sanborns secured a $50,000 investment from Daniel Lubetzky, founder of KIND Snacks and Camino Partners. Over the next twelve months, the company has:
- Scaled to over $2 million in projected annual revenue.
- Expanded into 400+ specialty retail locations and entered grocery stores, including Raley's (Northwest) and Fresh Thyme Market (Midwest).
- Grown its flavor line to five SKUs: Choco'latte, Caramel, Original, S'mores, and Minty Mocha.
- Announced a first-of-its-kind caffeine-free "tea" line launching next month.
Why this matters
Products designed specifically for children are undergoing a shift. Parents today are paying closer attention to ingredients and the role food plays in daily routines. That change is reshaping how companies develop kids’ products, especially in the beverage category.
For decades, many drinks marketed to children focused on flavor and convenience rather than nutrition. At the same time, research continues to show that many kids fall short of key nutrients needed for growth, including calcium and vitamin D. As awareness of these gaps increases, families are looking for products that help fill them without adding more sugar to their diets.
Kiid Coffee taps into that shift by combining nutrition with a familiar routine. The idea of sharing a morning drink creates a moment kids can participate in while still consuming something designed for their needs.
The story also highlights a broader trend in entrepreneurship. Younger founders are increasingly using platforms like Shark Tank to introduce new ideas, often starting with simple solutions to problems they experience at home.
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