Instant coffee can also go overseas by volume—someone sold 500,000+ orders of a single bottle of concentrate.

What barriers are there in coffee concentrate?

The formula isn't hard, there are plenty of contract manufacturers, flavors can be copied, and prices can be undercut lower than yours. By normal logic, this is a business anyone can enter and no one can defend.

Yet someone not only defended it, but also turned it into a brand.

It is Javvy.

Image source: Javvy

As of September 2026, Javvy's official TikTok Shop U.S. store had cumulatively sold about 569,000 items, had about 360,000 followers, and had accumulated more than 9,100 videos.

For its classic Coffee Concentrate product alone, cumulative sales on TikTok Shop exceeded 126,000 units. And Javvy is no longer just selling coffee concentrate. In July, the brand publicly stated that its products had reached about 1/44 of U.S. households and that it had more than 1.6 million consumers.

From an online coffee concentrate brand to now entering major U.S. supermarkets and retail chains, Javvy took less than 6 years.

Image source: TikTok Shop

What Javvy is actually doing is a repeat-purchase business

Javvy was founded in late 2020 by Justin Kemperman and Brandon Monaghan.

The two founders were not coffee industry professionals in the traditional sense.

Justin Kemperman had previously co-founded the car care brand Shine Armor.

Public information shows that Shine Armor was initially launched by Kemperman with about $60,000 in self-raised funds, and by 2021 its annual revenue had reached about $10 million. After that, he and Brandon Monaghan started another business, setting their sights on coffee, a high-frequency consumption category.

This time, they did not choose to enter through traditional coffee beans, coffee machines, or offline stores, but instead found a product format that could more easily enter consumers' daily lives—coffee concentrate.

Image source: YPO

Javvy's initial flagship 30x concentrated coffee can be added directly to water, milk, or oat milk to quickly make iced coffee, lattes, and other drinks. According to the brand's product information, one bottle of concentrate can make multiple cups of coffee, and consumers only need to add 1–2 teaspoons to complete the preparation.

This actually solves a very specific problem:

Consumers like coffee, but they are not necessarily willing to grind, extract, and clean equipment every day.

Javvy turned making coffee from a relatively complex process into an action that can be completed in seconds.

More importantly, this product is naturally suited to spreading online.

A bottle of concentrate, a cup of ice, milk, and then a few spoons of coffee liquid—the whole process is very intuitive. Consumers don't even need to hear too much of the brand's story; just watching the video once lets them understand exactly how to use the product.

Image source: Javvy

Do it wellTikTok，Cannotonlyisselling coffee

If you only look at the product itself, Javvy does not have any 'unreplicable' technical barrier.

But if you shift your attention to TikTok, you'll find that what it has really built is a growth model that combines content and transactions.

Based on publicly disclosed information, the brand continuously tests different content angles, Hooks, and video formats, then identifies the expressions that can drive actual sales.

This means the same Protein Coffee can be filmed as breakfast content, fitness content, daily Vlog content, or simply as the making process.

Image source: kalodata

For example, take Javvy's standout caramel protein iced coffee. According to third-party data, this product sold 44,100 orders in the past year, with sales reaching US$1.1703 million, and an average order value of US$26.56.

It is worth noting that, of the total sales, video commerce contributed nearly US$800,000, accounting for more than two-thirds. In these videos, the same caramel coffee was interpreted by different creators in completely different content formats, and all achieved extremely impressive data.

Image source: kalodata

The first type is 'at-home ASMR and pain-point-solving'.

For example, one viral video had as many as 2.3 million views. In the video, the creator adds protein coffee, milk, and other ingredients in sequence, then finishes an iced coffee with caramel sauce. The whole process has no complicated product introduction; instead, it focuses on 'how a cup of coffee is made'.

For Javvy, this kind of content actually turns the product itself into a simple coffee-making tutorial; after consumers watch it, they can easily follow the video and imagine recreating it at home.

Image source: TikTok

The second type is 'scenario immersion and comparative review'.

Another video took a different approach. Instead of focusing on how to make the coffee, it placed the product into everyday life scenarios. The creator started from the needs of going out and commuting, showing how to quickly brew a cup of iced coffee, then brought out the finished product for comparison. In this way, Javvy's 'convenient and fast' characteristics were naturally brought out. This video also received nearly 1 million views.

Image source: TikTok

For Javvy, creators are not one-off ad placements, but more like the brand's 'content laboratory'.

After one creator validates an effective content angle, the brand can have more creators continue producing similar content, then make secondary variations through different people's expressions.

This is also why Javvy's official TikTok Shop store has now accumulated more than 9,000 videos.

Image source: kalodatda

In addition, one point about Javvy that is even more worth noting is that it does not understand Affiliate as simply commission-based promotion.

Vanns Payawal, who is responsible for Javvy's TikTok Shop, has publicly shared the brand's creator strategy, including communicating with Creators weekly, running challenges, collecting feedback, and continuously supporting Creator livestreams.

Relevant industry interviews disclosed that as of 2026, Javvy TikTok Shop's cumulative GMV has exceeded $26 million; at the same time, by continuously operating Creators, the brand doubled livestream sales between May and June 2026.

Image source: linkedin

The logic behind this is actually quite clear:

Short videos are responsible for testing content, Affiliate is responsible for expanding content supply, and livestreaming is responsible for capturing transactions.

Moreover, proven content will not stay only on TikTok.

Public sharing shows that Javvy will also continue to use content already validated on TikTok Shop for channels such as Meta and Amazon.

In this way, the value of a piece of content is no longer limited to a single TikTok impression, but can continue into ad placements, e-commerce pages, and other sales channels.

Image source: Amazon

Final thoughts

The interesting part of Javvy's case is precisely that it entered a category that does not appear scarce.

Coffee concentrate has no natural high technical barriers, but brands can gradually build their own growth barriers through product format, flavor innovation, consumption scenarios, and content distribution.

For brands that want to enter overseas markets, the most valuable reference from this case is not 'making coffee,' but how to break a product that is easy to copy into different content scenarios, and then continuously amplify it through TikTok Shop and Affiliate creators.

When the product itself has no absolute barriers, what truly needs to be built may be consumers' awareness of the brand, as well as the brand's ability to continuously create content and drive repeat purchases.