Laurel's Coffee
Canned coffee brand offering 100% organic, gut-friendly lattes made with A2 dairy.
Website: https://drinklaurels.com/
Cover Block
| Field | Value |
|---|---|
| Name | Laurel's Coffee |
| Tagline | Canned coffee brand offering 100% organic, gut-friendly lattes made with A2 dairy |
| Headquarters | Los Angeles, CA |
| Founded | 2024 |
| Business Model | Direct-to-Consumer (DTC) with retail distribution |
| Industry | Consumer Packaged Goods (ready-to-drink coffee) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Founding Team | Solo Founder (Isabel Washington) |
Links
- Website: https://drinklaurels.com/
- LinkedIn: https://www.linkedin.com/company/drinklaurels
- Instagram: https://www.instagram.com/drinklaurels/
- Founder LinkedIn: https://www.linkedin.com/in/isabeldwashington/
- Retail (Good Eggs): https://www.goodeggs.com/laurelscoffee
- Retail (Farm Fresh To You): https://www.farmfreshtoyou.com/product/19360/a2-dairy-classic-latte
The Short Version
Laurel's Coffee is an early-stage Los Angeles canned coffee brand betting that A2 dairy, organic sourcing, and a gut-health narrative can carve out shelf space in a ready-to-drink category. Founded in 2024 by Isabel Washington, the brand debuted with two SKUs, Classic and Dirty Chai A2 lattes, sourced from Alexandre Family Farms in Northern California [company website] [Thingtesting]. The brand launched with a Whole Foods Market nationwide exclusive [LinkedIn]. The product positioning leans on 100% organic ingredients, single-origin coffee, and A2 protein milk [Good Eggs] [Farm Fresh To You]. Funding, valuation, and revenue figures are not publicly disclosed [PitchBook]. Watch items include velocity data out of Whole Foods, the addition of new SKUs, and the supply relationship with Alexandre Family Farms following a 2024 investigation in The Atlantic [The Atlantic, 2024].
Data Accuracy: GREEN -- Confirmed by company website, Thingtesting, Good Eggs, Farm Fresh To You, and PitchBook.
Taxonomy Snapshot
| Axis | Value |
|---|---|
| Business Model | DTC plus premium grocery retail |
| Industry / Vertical | RTD coffee / functional beverage |
| Geography | North America (US launch) |
| Growth Profile | Venture-style CPG brand build |
| Founding Team | Solo Founder |
The Company in Brief
Laurel's Coffee was founded in 2024 by Isabel Washington, a first-time CPG founder based in Los Angeles [Thingtesting] [Foodbevy]. The company is positioned as a response to the existing premium RTD coffee set, which leans on conventional dairy and added sugar [Foodbevy].
The company sources its milk from Alexandre Family Farms and pairs it with organic Guatemalan coffee roasted in San Diego and bourbon vanilla extract [Good Eggs] [Farm Fresh To You]. The two debut SKUs are a Classic A2 Latte and a Dirty Chai A2 Latte, with a Matcha A2 Latte also appearing on the Good Eggs partner page [Good Eggs]. The product launched in 8 fl oz cans [Good Eggs].
The most consequential commercial milestone is the Whole Foods Market nationwide exclusive [LinkedIn]. The company also lists distribution through Good Eggs and Farm Fresh To You [Good Eggs] [Farm Fresh To You].
Data Accuracy: GREEN -- Confirmed by company website, Thingtesting, Foodbevy podcast, Good Eggs, and Farm Fresh To You.
What They Have Built
Laurel's product line consists of shelf-ready 8 fl oz cans of A2 dairy lattes in Classic and Dirty Chai variants, with a Matcha A2 Latte present on the Good Eggs assortment [Good Eggs] [company website]. The differentiation rests on inputs: organic A2 protein milk from Alexandre Family Farms, organic Guatemalan coffee, and organic flavor extracts [Good Eggs] [Farm Fresh To You]. Thingtesting describes Laurel's as the "new canned coffee company making 100% organic, gut-friendly lattes made with A2 dairy" [Thingtesting]. Good Eggs' partner page claims it is the "first brand to introduce A2 dairy lattes in a can" [Good Eggs].
There is no technology component; this is a beverage brand. The operational stack appears to be the standard small-CPG configuration of co-packing and third-party logistics.
The gut-friendly positioning hinges on the underlying biology of A2 beta-casein protein milk. That category has been validated commercially by The a2 Milk Company in fluid milk, but its translation into RTD coffee is nascent.
Data Accuracy: GREEN -- Confirmed by company website, Good Eggs, Farm Fresh To You, and Thingtesting.
Market Research and Opportunity
The US ready-to-drink coffee market sits at the intersection of premiumization of cold coffee and functional reformulation. The most relevant adjacency is fluid A2 milk, where The a2 Milk Company built a multi-hundred-million-dollar revenue line in the US. The second adjacency is premium RTD coffee in glass and aluminum, a set that includes La Colombe, Chobani's La Colombe acquisition, Califia Farms, and the Starbucks chilled portfolio.
Demand drivers include the rise of functional beverage claims, the migration of coffee occasions out of cafes, and Whole Foods' willingness to give shelf space to early brands [LinkedIn]. Regulatory and macro forces to monitor include FDA labeling treatment of "gut-friendly" claims, tariff exposure on imported green coffee and Madagascar vanilla, and dairy commodity volatility.
| Sizing reference | Value |
|---|---|
| Whole Foods nationwide distribution at launch | Confirmed |
| Confirmed retail partners beyond Whole Foods | Good Eggs, Farm Fresh To You |
Data Accuracy: YELLOW -- Retail partners and distribution status confirmed by multiple public sources; market sizing is inferred from category context.
Who Else Is Fighting for This
Laurel's competes on a crowded chilled coffee shelf, but its specific positioning narrows the direct comparison set.
| Company | Positioning | Stage / Funding | Notable Differentiator |
|---|---|---|---|
| Laurel's Coffee | Organic A2 dairy canned lattes | Early-stage, undisclosed | First-mover claim on A2 dairy in canned RTD coffee format |
| Groundwork Coffee | Organic specialty coffee, RTD and bagged | Established private CPG | Long-running organic certification and California cafe footprint |
| Blue Bottle Coffee | Premium specialty coffee, RTD glass and cans | Owned by Nestle | Brand equity, scale, global cafe distribution |
Incumbents include Starbucks chilled, La Colombe, and Califia Farms. Specialty challengers like Blue Bottle and Groundwork own the "better coffee" credibility lane. Where Laurel's has a defensible edge is the exclusive supply relationship with Alexandre Family Farms and the Whole Foods national exclusive [LinkedIn]. The brand carries reputational tail risk tied to its single-source dairy supplier [The Atlantic, 2024].
Data Accuracy: YELLOW -- Subject and named competitors confirmed; competitive scenarios are analyst inference.
Opportunity
If Laurel's executes, the prize is becoming the default A2 brand in US ready-to-drink coffee. The cited evidence makes that outcome reachable on three points: a credible supply relationship with the only US regenerative A2 dairy at scale [Good Eggs], a Whole Foods nationwide launch [LinkedIn], and a benefit claim that has been commercially validated in the adjacent fluid milk category.
| Scenario | What happens | Catalyst |
|---|---|---|
| Whole Foods to mass premium | Velocity at Whole Foods earns expansion into Sprouts, Erewhon, and regional natural chains | A documented top-quartile velocity print in the Whole Foods chilled coffee set |
| Strategic acquirer entry | A dairy or coffee strategic acquires the brand to plug an A2 gap in their RTD portfolio | A competing major announces an A2 SKU |
| Functional beverage flywheel | Brand extends from A2 lattes into A2 protein coffee, A2 matcha, and broader functional dairy beverages | Successful Matcha SKU performance |
Data Accuracy: YELLOW -- Distribution and product evidence confirmed by multiple sources; growth scenarios and valuation comp are analyst framing.
Sources
- [Foodbevy] Building Laurel's Coffee, Isabel Washington - Startup To Scale | https://podcast.foodbevy.com/1832151/episodes/15980480-191-building-laurel-s-coffee-isabel-washington
- [Thingtesting] Industry watch: Meet Isabel, founder of Laurel's Coffee | https://thingtesting.com/stories/founder-story-laurels-coffee
- [LinkedIn] Isabel W. - Laurel's Coffee | https://www.linkedin.com/in/isabeldwashington/
- [company website] Laurel's Coffee: Laurel's A2 Dairy Lattes | https://drinklaurels.com/
- [Foodbevy] 191. Building Laurel's Coffee, Isabel Washington | https://www.foodbevy.com/191-building-laurels-coffee-isabel-washington/
- [PitchBook] Laurel's Coffee 2025 Company Profile | https://pitchbook.com/profiles/company/692423-74
- [Instagram] Laurel's Coffee (@drinklaurels) | https://www.instagram.com/drinklaurels/?hl=en
- [Good Eggs] Laurel's Coffee | A Good Eggs Partner | https://www.goodeggs.com/laurelscoffee
- [Good Eggs] Classic A2 Latte | 8 fl oz | Laurel's Coffee | https://www.goodeggs.com/laurelscoffee/classic-a2-latte/6786faf371713f0013647baf
- [Farm Fresh To You] Laurel's Coffee A2 Dairy Classic Latte | https://www.farmfreshtoyou.com/product/19360/a2-dairy-classic-latte
- [LinkedIn] Laurel's Coffee company page | https://www.linkedin.com/company/drinklaurels
- [The Atlantic, 2024] The Suffering Behind 'Humane,' Organic Milk | https://www.theatlantic.com/ideas/archive/2024/04/alexandre-farms-treatment-of-animals/677980/
- [Dear Citrus Diaries] Isabel Washington of Laurel's | https://podcasts.apple.com/us/podcast/isabel-washington-of-laurels/id1555182823?i=1000693459470
Articles about Laurel's Coffee
- Laurel's Coffee Is Putting A2 Milk in a Can and Onto Whole Foods Shelves — Solo founder Isabel Washington is betting that gut-friendly dairy can carve a lane in the crowded ready-to-drink coffee aisle.