Laird Superfood Wades Into Dairy With New Whey Protein Coffee

BOULDER, Colo. – January 22, 2026 – Laird Superfood, a company built on a foundation of plant-based, minimally processed ingredients, today announced a significant expansion of its portfolio with the launch of Laird Superfood Protein Coffee. The new product marks the brand's first foray into the dairy market, incorporating whey and milk protein concentrate to meet what it identifies as a growing consumer demand for clean, dairy-based functional foods.

This strategic move from the company, co-founded by big-wave surfer Laird Hamilton and volleyball icon Gabby Reece, signals a potential broadening of its target audience. The new coffee powder, which also features Lion's Mane functional mushrooms for cognitive support, delivers 10 grams of complete protein per serving. The launch challenges the brand's established identity and positions it to compete in the dominant dairy segment of the booming protein coffee market.

The 'Clean Dairy' Proposition

Laird Superfood is entering a crowded dairy space with a clear differentiator: its stringent 'clean label' philosophy. The company states its new Protein Coffee is formulated without soy, gums, seed oils, or sunflower lecithin—additives commonly found in functional beverages to improve texture and shelf life. This aligns with a powerful consumer trend, as recent surveys show over 70% of shoppers actively seek out products with recognizable ingredients and are willing to pay a premium for 'all-natural' claims.

"We're bringing Laird Superfood's strict nutritional guardrails to the dairy category, which is often filled with additives and processed ingredients," said Jason Vieth, CEO of Laird Superfood, in a press release. The company's goal is to offer a high-quality whey protein product that adheres to the same 'nothing artificial, ever' promise that defines its plant-based offerings.

Whey protein is prized for providing all nine essential amino acids and is particularly rich in leucine, isoleucine, and valine, which are critical for muscle repair. The new product intentionally blends fast-absorbing whey with slower-digesting milk protein concentrate, a combination designed to support both immediate muscle recovery and sustained satiety. This formulation aims to appeal directly to the health-conscious consumer who understands the nuances of protein sources but has been wary of the complex ingredient lists on many mainstream protein products.

A Calculated Strategic Shift

This venture into dairy is more than just a new product; it's a calculated business decision that reflects both market dynamics and the company's recent performance. The global protein coffee market was valued at nearly $4.5 billion in 2024 and is projected to explode to over $14.7 billion by 2034, expanding at a compound annual growth rate of 12.6%. With North America holding the largest market share, Laird Superfood is positioning itself to capture a piece of this lucrative and rapidly growing pie.

The timing follows a period of solid growth for the company (NYSE: LSF). In its most recent financial reports, Laird Superfood posted a 15% year-to-date increase in net sales, largely driven by a 40% surge in its wholesale channel as it gains distribution. The announcement of the dairy-based coffee was met with modest optimism from investors, with the company's stock climbing 2.6% on the day of the news, a pattern consistent with previous product innovations.

Company leadership frames the move as an expansion, not a pivot. "Laird and I are omnivores and believe in getting protein from a variety of sources, so we're excited to share a dairy option with our Laird Superfood community," commented co-founder Gabby Reece. This 'omnivore' approach suggests a strategy to broaden the brand's tent to include a wider range of dietary preferences, moving from a niche plant-based player to a more comprehensive wellness brand.

Balancing Brand Identity with Broader Appeal

For a brand that cultivated a loyal following on its plant-based credentials, introducing a dairy product comes with inherent risks. The core customer base, which may include those with lactose intolerance or a commitment to vegan lifestyles, could view the move as a departure from its foundational ethos. However, Laird Superfood appears to be managing this transition carefully by explicitly committing to its existing product lines.

The company confirmed it will continue offering its full lineup of plant-based products, including a Protein Instant Latte and a Protein Creamer made with pea, hemp, and pumpkin seed proteins. This dual-track approach allows consumers to select the protein source that aligns with their dietary needs, positioning the brand as inclusive rather than exclusionary.

The new Protein Coffee is available in Sweet & Creamy, Vanilla, and Unsweetened flavors and can be prepared hot or cold. It is launching at Sprouts Farmers Market, on Amazon, and via the company's website, with a retail price of $19.99 for a 5.3-ounce bag. While early feedback has praised the flavor and mixability, some consumers have noted the premium price point.

Ultimately, this launch serves as a test case for whether a brand known for its plant-based purity can successfully extend its 'clean ingredient' promise into the conventional dairy aisle. The market's response will determine if this dairy dive is a successful evolution that captures a new wave of mainstream wellness consumers or a dilution of the brand identity that made it a trusted name in the first place.