An innovative coffee beverage appealing to children’s nutrition, Kiid Coffee acts as a vitamin supplement to support childhood development.

For co-founder David Sanborn, who started the company with his eight-year-old son Ethan, the cognitive dissonance around the brand’s message is part of the magic and the fun.

“Ethan had the idea to sell ‘coffee for kids’… from a business point of view, I thought ‘that is crazy’ which also means it is something we can talk about,” said Sanborn.

The brand will be featured on an upcoming episode of ABC’s Shark Tank on Friday, March 7. Although he noted that it’s nerve-wracking to not be able to see the episode before it airs, Sanborn looks forward to getting the ability to teach millions about his family’s unique product.

The brand considers how beverages thought of as “off-limits” to kids because of health concerns, such as soda and energy drinks, can be tailored to support the demographic it ignores. Sanborn added that, even though the products leverage a natural decaffeination process called water-processed decaffeination that leaves only 1 mg of caffeine, it jumpstarts a conversation about children’s health.

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