Kitu Life, Inc. was founded by three brothers: Jordan, Jake, and Jim DeCicco. The youngest brother, a student-athlete looking for a pick-me-up after basketball practice, was disenchanted by the unhealthy selection of energy drinks and bottled coffees on campus – all loaded with calories and artificial ingredients. So, he set out to develop his own recipe out of his dorm room, and came up with an on-the-go drink made up of coffee, protein and healthy fats. It was not hard to convince his two brothers – who were also college athletes – of the clear gap in the market. He and the middle brother first joined forces to create a business plan, and soon after they pitched the idea to their oldest brother, who had already started his career in finance. After hearing his brothers were dropping out of school to start a coffee company, the oldest knew he couldn’t let his brothers go this route alone. So he left his job and together the three founded Kitu Super Coffee in the fall of 2015.