Robert Downey Jr.’s coffee brand happy is expanding its ready-to-drink lineup with a limited-time, flavored cold brew line that will be sold exclusively at Texas Costco locations beginning August 11.
The three-flavor lineup includes Tahitian vanilla, salted caramel, and a regular cold brew. Each 12-pack is priced at $24.99, with four cans of each flavor per pack. The Texas rollout follows the brand’s emphasis on its strongest market to date, with co-founder Craig Dubitsky noting that Texans “just get it” when it comes to happy.
Production details highlight a focus on quality and sustainability: happy cold brew is made with 100% Arabica coffee from Colombia, and the Tahitian vanilla flavor uses real Tahitian extract sourced from Papua New Guinea. The vanilla option is described as sweet, floral, and woody, while the salted caramel profile is noted for a dessert-like character. In line with its brand values, happy emphasizes gluten-free formulations and packaging that is recyclable or reusable.
The launch aligns with happy’s broader strategy to offer convenient, ready-to-drink coffee options, a trend the brand began pursuing in 2024 to meet growing demand for easy, on-the-go beverages. Dubitsky, who also founded eos and hello, says the goal is to create products people actually want in their lives, not just something they need.
Value and context for readers:
– This exclusive Texas rollout via Costco reflects the ongoing consumer hunger for premium, craveable coffee flavors in a widely accessible format.
– If the limited-time Texas test performs well, it could signal potential expansion to other markets or broader distribution in the future, helping happy gain greater national visibility.
– The emphasis on responsibly sourced ingredients and recyclable packaging will likely resonate with shoppers who prioritize sustainability alongside taste.
Summary: Happy is leveraging a Texas Costco exclusive to introduce a flavored cold brew trio, combining premium ingredients with a convenient, value-driven packaging format. The move underlines the brand’s strategy of leveraging celebrity-backed products to reach mainstream retailers while maintaining a focus on sustainability and quality. With Texas identified as a core market, success here could pave the way for broader distribution and continued growth.