AUSTIN, Texas - Everyday Dose Inc., an Austin-based functional coffee company, announced it has launched in 1,500 Target Corp. stores across the United States, marking its first entry into physical retail since the company's founding in 2020.
The expansion comes as the functional coffee market is projected to reach $7.87 billion by 2030, according to market research firm Mordor Intelligence, with an 11.84 percent compound annual growth rate driving retailers to expand shelf space for the category.
Everyday Dose's product combines lower-caffeine coffee with organic Lion's Mane and Chaga mushrooms, L-theanine and grass-fed collagen. The company says each batch is lab-tested for quality, addressing a category where ingredient verification has been inconsistent.
"We're focused on helping people feel the benefits in their daily ritual," said Jack Klauber, founder and chief executive of Everyday Dose. "The market needed a functional coffee option with actual efficacy behind the claims."
The company was founded in 2020 when Klauber, who had taken Adderall for 20 years starting at age five, sought alternatives after discontinuing the medication due to high blood pressure. His search for coffee that didn't cause jitters or digestive issues led him to develop the company's formulation.
Target's decision to launch the brand nationwide rather than testing in select markets reflects growing retailer confidence in the functional beverage category. Industry data from Grand View Research shows the broader functional drinks market is expected to reach $353.4 billion by 2030, with North America representing the largest market share at 39.6 percent.
Before approaching retailers, Everyday Dose built a direct-to-consumer business that achieved a 60 percent repeat purchase rate, above typical industry benchmarks for consumable products. The company reached approximately 3 percent of coffee drinkers nationwide through its online channel.
The Target rollout positions Everyday Dose to potentially reach 15 percent of the coffee market, according to company projections. The product retails for approximately $40 for a 30-serving container.
The functional coffee category has grown as consumers seek beverages offering health benefits beyond caffeine. Research from Future Market Insights indicates 44 percent of U.S. consumers actively seek functional beverages for daily consumption, with gut health and mental wellness as primary drivers.
"We've only reached about 3 percent of coffee drinkers nationwide so far, and our goal is to bring that into double figures," Klauber said. "Long term, our aspiration is to change how people think about their morning ritual."
The company emphasizes lab testing and ingredient transparency in a category where quality standards vary. Each serving contains approximately 45 milligrams of caffeine, roughly one-third the amount in a typical cup of coffee.
Everyday Dose competes with established functional coffee brands while differentiating through its focus on verified ingredient dosing and third-party testing protocols. The company's expansion into Target represents a validation point for the functional coffee category's transition from specialty wellness products to mainstream retail.
The Austin-based company operates from its founding location and maintains direct-to-consumer sales alongside the new retail partnership. Additional information is available at everydaydose.com.
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Company Name: Everyday Dose
Contact Person: Adam Patterson
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Address:303 E Live Oak St
City: Austin
State: Texas, 78704
Country: United States
Website: everydaydose.com