in his first foray into food and beverage, CPG industry veteran Craig Dubitsky is seeking to pair a philanthropic mission and unique business structure with the clout of a recognizable face to compete in the $17 billion coffee category.

Dubitsky, the founder of spherical lip balm brand eos and vegan oral care company hello products, launched coffee brand happy products this week, in partnership with Iron Man star Robert Downey, Jr. The co-founders named the brand happy (and trademarked “happy” in the process) because even though “not everybody is happy,” Dubitsky said, they wanted to create something that brought a moment of joy to people’s daily routines in a way that was “not performative.”

https://www.nosh.com/news/2024/get-happy-meet-marvel-star-robert-downey-jr-s-new-coffee-brand