Snack Sensation: How Like Air and Copper Cow Coffee are Brewing a New Strategy on TikTok

MADISON, N.J. – January 13, 2026 – In a move that signals a major shift in the food and beverage industry, family-owned snack company Like Air® has teamed up with premium Vietnamese coffee brand Copper Cow Coffee to launch a limited-edition Vietnamese Coffee Puffcorn. The collaboration, kicking off 2026, is more than just a new flavor; it's a masterclass in modern brand strategy, blending the power of social commerce, the appeal of global flavors, and the synergy of two entrepreneurial success stories born from the crucible of ABC's Shark Tank.

The new product, which marries roasted coffee notes with a light caramel finish, is available exclusively online. It's sold as part of a curated bundle that includes 15 bags of the puffcorn, along with pour-over coffee and creamer from Copper Cow Coffee, priced at $29.99. This direct-to-consumer approach, centered on platforms like TikTok Shop, highlights a deliberate pivot away from traditional retail gatekeepers for limited-run innovations.

The New Retail Frontier: Social Commerce and Agile Snacking

This launch marks Like Air®'s 15th limited-edition flavor drop since the brand joined TikTok Shop in September 2024, a testament to the platform's power to facilitate rapid product development and direct consumer engagement. For agile brands, social commerce is no longer an experiment but a core pillar of their go-to-market strategy. It provides a cost-effective arena to test novel concepts, gather immediate fan feedback, and generate viral buzz that can translate directly into sales.

Industry analysis confirms this trend, with reports indicating that discovery platforms like TikTok are transforming the consumer packaged goods landscape. They enable brands to bypass the lengthy and expensive process of securing shelf space for niche or temporary products. Instead, they can create a sense of urgency and exclusivity online, driving impulse buys and fostering a dedicated community that feels involved in the brand's creative process. Like Air®'s strategy of using fan feedback and emerging trends to shape its next flavor is a prime example of this dynamic, consumer-centric model in action.

"This partnership lets us reimagine comforting flavors with a lighter, modern approach," said Allison Lin, Co-Founder of Like Air®, in a statement. "By working with Copper Cow Coffee, we can introduce bold, globally inspired flavors, and we're thrilled for customers to try it."

This online-first approach also allows for creative marketing, with the brands encouraging customers to drizzle Copper Cow's latte creamer over the puffcorn for a unique, barista-style treat. This interactive element not only enhances the consumer experience but also generates user-generated content, a valuable currency on social platforms.

Elevating Indulgence with Global Flavors

The collaboration taps directly into one of the most significant movements in the food industry: the rise of the 'better-for-you' consumer who demands mindful indulgence without sacrificing taste or adventure. The global market for healthier snacks is projected to grow significantly, reaching an estimated $61.42 billion by 2032, fueled by shoppers seeking clean-label products that align with their wellness goals.

The Vietnamese Coffee Puffcorn is perfectly positioned within this trend. Like Air®'s signature product is a puffcorn that melts in your mouth, is free from eight major allergens, and is produced in a nut-free facility. By infusing this lighter snack with the complex, rich flavor of Vietnamese coffee—a profile popularized in the U.S. by Copper Cow Coffee—the partnership offers a sophisticated, globally-inspired treat that feels both indulgent and permissible.

Copper Cow Coffee, founded by Debbie Wei Mullin, has built its brand on making the unique experience of Vietnamese coffee—known for its strong Robusta beans and sweetened condensed milk—accessible and sustainable. The company's commitment to ethically sourcing from farmers in Vietnam and its modern, convenient pour-over kits have carved out a significant niche in the premium coffee market.

"We're excited to bring the warmth and richness of Vietnamese coffee to a new format," said Debbie Wei Mullin, Founder and CEO of Copper Cow Coffee. "Like Air® shares our passion for elevating everyday rituals, and together we've created a flavor that's fun, unexpected, and perfect for starting 2026 on a delicious note."

A Partnership Forged in the Tank

Underpinning this collaboration is a shared history of high-stakes entrepreneurship. Both Like Air® and Copper Cow Coffee are alumni of Shark Tank, a connection that speaks to a common drive for innovation and market disruption. Copper Cow Coffee's Debbie Wei Mullin appeared in 2021, securing a $600,000 investment from Robert Herjavec. The exposure and capital injection proved transformative; the company subsequently raised an $8.5 million Series A funding round and dramatically expanded its retail and online presence.

Similarly, the Like Air® team of Allison Lin, Steve Atieh, and Kevin Atieh pitched their puffcorn in 2024, landing a dual investment from Mark Cuban and Lori Greiner for $300,000. Even before their television appearance, the brand had achieved impressive distribution in over 10,000 grocery stores and was on a steep growth trajectory. The "Shark Tank effect"—a well-documented phenomenon of post-show sales surges and heightened brand recognition—provided both companies with a powerful launchpad.

This shared background creates a natural synergy. The partnership is a strategic move outlined in Like Air®'s 2026 marketing plan, which focuses on collaborating with like-minded brands to amplify reach and create unique consumer experiences. By joining forces, two successful graduates of the same entrepreneurial boot camp are pooling their resources, cross-promoting to their respective fan bases, and demonstrating a powerful model for post-investment growth. It's a collaboration built not just on complementary products, but on a shared understanding of how to build a beloved brand from the ground up.