Most Functional Coffee Is Just Regular Coffee...

There is a category problem in the functional beverage space, and it has been building for years. Walk into any grocery store, scroll through any supplement retailer, open any wellness-adjacent feed, and you will find functional coffee products stacked next to each other making nearly identical claims. Enhanced focus. Clean energy. No crash. Cognitive support. The language is so consistent across brands that it has stopped meaning anything. The category has expanded faster than its standards, an