happy®, the lifestyle-centric coffee brand founded by entrepreneur Craig Dubitsky (known for hello, eos, and method) and actor Robert Downey Jr., has announced its expansion into the refrigerated multi-serve category. The brand is launching a new 48oz Cold Brew format, marking its first entry into one of the fastest-growing segments in the global coffee market.
The product is rolling out this April across the Kroger family of companies, providing happy® with an immediate national retail footprint in the chilled beverage aisle.
Entry into Refrigerated Multi-Serve
The move into the 48oz format represents a calculated expansion from happy®’s existing portfolio of ready-to-drink (RTD) lattes and single-serve products. By targeting the refrigerated multi-serve space, the brand is positioning itself to capture the "at-home ritual" market, where consumers are increasingly seeking cafe-quality cold brew that can be customised or shared.
Craig Dubitsky, co-founder and CEO of happy®, noted that entering this space was a "natural next step" for the brand. The strategy leverages the "premium convenience" trend, where high-quality ingredients meet the ease of a ready-to-pour format.
Product Specification and Nutritional Profile
The new Cold Brew range is engineered to deliver a smooth, balanced flavour profile that supports the brand's mission of "making coffee moments a little more joyful."
Technical and ingredient highlights include:
Base Ingredient: Crafted with 100% Arabica beans.
Flavour Variants: Launching in two unsweetened varieties—Cold Brew and Perfect Vanilla Cold Brew.
Nutritional Content: Each 48-oz bottle contains approximately four servings, with each serving containing only 25 calories.
Consumer Versatility: Designed to be enjoyed black, over ice, or customised with dairy and plant-based alternatives at home.
Scaling via the Kroger Network
The launch is being executed through a strategic partnership with Kroger, the largest supermarket chain in the United States. This allows happy® to scale thoughtfully through high-traffic banners, ensuring the brand reaches a diverse demographic of grocery shoppers.
The 48oz bottles will be available across various Kroger-owned banners, including:
Ralphs and Fred Meyer
King Soopers and QFC
Fry’s, Smith’s, and Mariano’s
Dillons
For Kroger, the inclusion of happy® in the refrigerated aisle strengthens its "Better-For-You" coffee selection and leverages the celebrity brand equity of Robert Downey Jr. alongside the proven retail innovation track record of Craig Dubitsky.
The Dynamics of Cold Brew
Cold brew remains one of the most dynamic sub-sectors of the $48 billion U.S. coffee market. Industry data suggests that the refrigerated multi-serve segment is benefiting from the "premiumization" of the home pantry, as consumers move away from instant powders and standard grounds toward liquid concentrates and ready-to-enjoy carafes.
By maintaining an "unsweetened" baseline, happy® is also aligning with the wellness-driven shift toward lower-sugar beverage options. This allows the brand to appeal to health-conscious Gen Z and Millennial consumers who prioritise clean labels and thoughtful sourcing.
As happy® continues to diversify its RTD formats, its success will be measured by its ability to compete with established legacy players and private-label entries in the refrigerated case. The combination of high-spec ingredients (100% Arabica) and the "lifestyle" branding associated with its founders provides a unique competitive advantage in a crowded category.
Following the initial Kroger rollout, the industry anticipates a potential expansion into other mass-market and speciality retailers as happy® seeks to cement its position as a leading multi-format coffee brand.
