When the Decicco brothers stepped into the Shark Tank with Sunniva Super Coffee, they were armed with energy, ambition, and a bold mission: to disrupt the ready-to-drink coffee market. What began as a college dorm experiment quickly turned into a national phenomenon.
Despite being rejected by all five Sharks in Season 9, Super Coffee (formerly Sunniva Super Coffee) emerged as one of the most successful brands ever to grace the Tank.
But with recent headlines swirling about a brand pivot, executive shakeups, and even a name change, many are wondering: what happened to Sunniva Super Coffee, and what’s its net worth in 2025?
Let’s unpack the journey of this caffeinated empire, from its humble beginnings to raising hundreds of millions in funding, and what the future might hold.
Founder Profile: Who’s Behind Sunniva Super Coffee?
The masterminds behind Sunniva Super Coffee are three entrepreneurial brothers: Jordan, Jake, and Jim Decicco. The concept was born out of Jordan’s frustration as a college athlete at Philadelphia University.
Looking for a healthier energy boost than sugary coffee drinks, he began brewing his own protein-infused coffee in his dorm room.
Jordan said, “I just wanted something that tasted great, gave me energy, and wasn’t filled with sugar. So I made it myself.”
That DIY spirit caught on fast. With Jake and Jim joining the venture, the Deciccos transformed a student hustle into a full-blown beverage startup. By 2017, they rebranded their protein coffee under the name Sunniva, meaning “gift of the sun.” But eventually, the brand evolved and simplified its name to Super Coffee.
Since launching, the brothers have landed on Forbes’ 30 Under 30 list, with Jordan also recognized in Inc.’s Rising Stars of Entrepreneurship. While individual net worth figures aren’t public, the family’s collective equity in the brand has yielded substantial wealth, especially after multiple rounds of funding and valuation hikes.
Sunniva Super Coffee’s founders, Jake Decicco, Jim Decicco, and Jordan Decicco’s net worth is unknown as of 2025.
The Shark Tank Pitch: High Stakes in the Tank
In 2018, the Decicco brothers entered Shark Tank seeking $500,000 for a 4.5% equity stake, implying an $11.1 million valuation. At the time, Super Coffee was already generating over $600,000 in sales and had secured retail placements in Wegmans, Whole Foods, and Fairway.
Kevin O’Leary was first to pass. He scoffed at the valuation, saying, “You guys are nuts. Coffee is the most competitive category on the shelf.” Mark Cuban agreed, calling the market too crowded.
Lori Greiner echoed concerns about scalability, adding, “I think you’re great. But beverages are hard, and I’ve seen too many fail.”
Despite their enthusiasm and early traction, none of the Sharks bit. It was a gut punch. But instead of folding, the brothers took the rejection as fuel.
“Not getting a deal forced us to prove everyone wrong,” Jake later said in an interview. “It lit a fire under us. “And prove them wrong they did.
Sunniva Super Coffee Pitch on Shark Tank (Quick Info Card).
| Product | Beverage / Coffee |
| Episode | Season 09 Episode 22 |
| Founders | Jake Decicco, Jim Decicco , and Jordan Decicco |
| Asked for | $500,000 for 4.5% equity |
| Company name | Sunniva Super Coffee |
| Final deal | No deal |
| Sharks | None |
| Location | Saint Elmo Road Austin, TX |
Did the Sharks’ Investment Pay Off? Inside Sunniva Super Coffee’s Post-Tank Boom
After Shark Tank, the company ditched the “Sunniva” name and rebranded simply as Super Coffee. That wasn’t the only change. They scaled up production, expanded distribution, and doubled down on influencer marketing.
By 2021, Super Coffee had raised over $106 million in funding from backers including Baron Davis, Aaron Rodgers, and Jennifer Lopez. The company hit shelves in Walmart, CVS, Target, and over 40,000 retail locations nationwide. According to Forbes, Super Coffee reached a $500 million valuation by mid-2021.
Jim Decicco shared, “The Sharks said no, but the market said yes. We listened to our customers and kept innovating.”
Despite aggressive competition from Starbucks and Dunkin’, Super Coffee’s low-sugar, high-protein formula carved out a loyal niche.
Sunniva Super Coffee Reviews: What Did Customers Really Think?
Super Coffee’s early reviews were mixed. While fitness enthusiasts and keto dieters appreciated the high-protein and low-sugar formula, others weren’t sold on the taste or texture.
Common complaints included:
- Artificial aftertaste from monk fruit sweetener
- Chalky consistency in some flavors
- Premium pricing
However, the brand continuously adjusted its formula. Over time, it won over health-conscious drinkers looking for cleaner caffeine. One Amazon customer wrote, “It’s not your typical sweet coffee, but it gives me clean energy without the crash.”
What Went Wrong? Brand Fatigue & Revenue Decline
Despite explosive growth, Super Coffee hit turbulence in 2022–2023. Sales plateaued, and the brand underwent a major leadership shakeup. In late 2023, CEO Jim Decicco stepped down and was replaced by a seasoned beverage executive.
The rebrand from Sunniva to Super Coffee was meant to simplify the brand, but some analysts argue it lost its unique identity in the process. Coupled with rising competition and inflation-driven price sensitivity, the brand struggled to maintain momentum.
By early 2024, the company laid off staff and restructured operations. Although not shut down, Super Coffee scaled back aggressive expansion plans.
How Much Was Sunniva Super Coffee Bought For?
As of 2025, Super Coffee (formerly Sunniva) has not been fully acquired. However, there have been rumors of strategic interest from Nestlé and PepsiCo, especially following its valuation peak of $500 million.
The company is still privately held, though industry insiders estimate it could sell for between $300M to $400M if acquired in its current form, considering recent declines in sales.
What Is Sunniva Super Coffee’s New Name?
Following Shark Tank, the brand officially dropped “Sunniva” and rebranded as Super Coffee. The change was part of a broader strategy to streamline messaging and appeal to mainstream consumers.
Jake Decicco explained, “We wanted something punchy, memorable, and clear. ‘Super Coffee’ says exactly what it is.”
Was This the Sharks’ Best Deal Yet? Breaking Down the Profits
Since the Sharks passed on the deal, none of them hold equity in Super Coffee. That means they missed out on one of the fastest-growing beverage brands of the decade.
Had a Shark taken the original 4.5% equity offer for $500,000, that stake would’ve been worth approximately $22.5 million at Super Coffee’s peak valuation.
To compare:
- Bombas: Daymond John’s investment turned into $300M+ in revenue and an estimated 8x ROI.
- Ring: Shaq’s non-Shark investment sold to Amazon for over $1 billion.
In contrast, the missed Super Coffee deal now stands as one of Shark Tank’s most costly “nos.”
What Happened After Shark Tank?
Despite rejection on Shark Tank, Super Coffee exploded in popularity. The brothers hustled post-show, landing deals with nationwide retailers and major celebrities. Their rapid growth earned them a spot on Inc.’s Fastest-Growing Companies list.
But the ride wasn’t all smooth. After hitting a $500M valuation, growth slowed, and leadership changes signaled internal recalibration.
Still, the brand remains a household name in health-focused coffee.
Investor Highlights: What Other Businesses Are the Sharks Involved In?
While none of the Sharks invested in Super Coffee, they’ve had major wins elsewhere:
- Mark Cuban: Invested in brands like BeatBox Beverages, Ten Thirty One Productions, and Dude Wipes.
- Lori Greiner: Made millions with Scrub Daddy, Squatty Potty, and EverlyWell.
- Daymond John: Struck gold with Bombas and Sun-Staches.
Had any of them said yes to Super Coffee, it might’ve rivaled their biggest wins.
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Final Verdict: Sunniva Super Coffee Net Worth in 2025
Despite its highs and recent hurdles, Super Coffee’s estimated net worth in 2025 sits between $300 million to $400 million, down from its $500 million valuation peak in 2021. Though the brand faced headwinds, it remains a standout Shark Tank story, and a cautionary tale about missed opportunities.
Sometimes the best deals are the ones you don’t make. And sometimes, those are the ones that make history.
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TL;DR
Sunniva Super Coffee, now known as Super Coffee, hit a $500M valuation post-Shark Tank rejection and is worth $300M–$400M in 2025.
