Michael Fedele, a veteran marketer of sports drinks, launches Throne Sport Coffee, a ready-to-drink iced coffee with plenty of caffeine plus some of ingredients you’d find in sports drinks. And the key ingredient: Patrick Mahomes is the lead investor.
It’s apparently the Kansas City Chiefs quarterback’s first foray into the processing side of food, and today’s announcement makes it sound like he was sufficiently involved in the product development.
“Mahomes has been instrumental in the development of Throne Sport Coffee, alongside Fedele,” the news release said. “Caffeine is a big part of his daily regimen, and he is particular about what ingredients he puts into his body. Mahomes is involved in the business from marketing to sales, meeting with retailers and collaborating on product innovation and has personally invested in the company.”
Mahomes himself added, “We have been working on creating the perfect product for those who are always on-the-go, who are looking for a natural energy source with added benefits. I couldn’t be more excited about being in on the ground floor of building this brand.”
Throne Sport Coffee combines 150mg of natural caffeine with natural flavors, natural sweeteners, B vitamins (100% of the daily recommendation), electrolytes and branched-chain amino acids. It’s low in calories and sugar, although they didn’t quantify either.
It’s apparently already on the shelves at Casey’s, Hy-Vee, Amazon and at sportcoffee.com in Mocha Java, Salted Caramel, French Vanilla and Black. They’re all “crafted with sustainably sourced arabica coffee beans from Central and South America.”
“Having worked in the beverage industry for more than 15 years, I have explored a lot of consumer consumption habits, and coffee is, and has been for decades, what health-minded active adults and athletes consume for energy,” said Michael Fedele, founder and CEO. “Yet so many ready-to-drink coffees in the market are high in calories, are loaded with sugar and artificial ingredients, plus provide zero additional function beyond just caffeine.”
Fedele apparently has been a brand manager for Coke’s Powerade and Vitaminwater, then led marketing for BodyArmor before it was acquired by Coke.
Recall that Tracis Kelce -- famous for being Taylor Swift's boyfriend -- lent his name to a line of Kansas City barbecue products.
