Georgia Tech graduates and entrepreneurs David and Lauren Sanborn know it sounds strange that they send their 8- and 4-year-old sons to school with a cup of coffee in the morning, but David and their older son, Ethan, were able to successfully pitch the idea on ABC’s Shark Tank.
In 2023, Ethan was recovering from a second broken bone in his leg in as many years when his parents began looking for new ways to get the recommended amount of vitamins and minerals in his diet. Discouraged by the high-sugar options on the market as he attempted to boost Ethan's calcium intake, David searched for an alternative. When Ethan liked the taste of milk with a splash of his dad's black coffee, David began experimenting with ways to create a child-friendly cup of coffee that could be added to a glass of milk.
Over 100 recipes later, David and company co-founder Ethan crafted Kiid Coffee. Along with a blend of vitamins and minerals like magnesium, vitamin D, and iron, the powdered mix uses organic, water-decaffeinated coffee to retain antioxidants but reduce the amount of caffeine in the drink to less than that of a cup of hot chocolate or a soda.
"You say coffee for kids, and the instant reaction, especially from parents, is, 'Why would I want to give my kids coffee?' because the American mindset is that coffee is all about the caffeine. But if your children are like ours, everything is, 'Why?' This opens up conversations with them about what they are consuming, compared to the drinks in the bright colored bottles with 200mg of caffeine that kids have at school," David said.
Since graduating from the Institute in 2008 with a polymer and fiber engineering degree, David, a former student-athlete, has launched several startups. As he and Lauren began developing their latest product together, they saw an opportunity to share their entrepreneurial ventures with their children.
"What was interesting for me was wanting to teach our sons about entrepreneurship because you don't get that kind of education in elementary school or high school. When Ethan began asking questions about business and showed an interest in starting a lemonade stand, it was one of the factors that came together as we got started on this new idea," David said.
The Sanborns work full-time jobs along with their startup ventures, and they credit their time at Georgia Tech for learning how to handle the workload and navigate the complexities of entrepreneurship.
"Georgia Tech has been an incredible resource for us in helping us think about problem-solving and addressing challenges,” said Lauren, who earned a management degree from Tech in 2007. “It's a great environment for honing your critical thinking skills. It’s helped continue to open doors for us as alumni and allowed me to expand my role over time through a better understanding of marketing and technology. The Institute is a great overarching support system that helps businesses launch and be successful.”
Based in Alpharetta, Georgia, the couple sold their first Kiid Coffee packs in April 2024, and it can be found on Amazon and in several local grocery stores around the region. When they got the call from Shark Tank, they realized that they may have tapped into a new market.
"When you say coffee for kids, we know it sounds ridiculous, which to us meant there was something there," David said.
Ethan led the presentation, and after fielding offers from multiple sharks, the father-son duo agreed to a deal with Daniel Lubetzky, KIND Snacks founder and executive chairman.
A ticker set up in the Sanborns’ home alerts them to each new sale as a way to teach their kids about commerce, and on the weekends, they enjoy their coffee as a family and watch sales grow.