WHEN YOU NEED HELP TO GET HELP
when then–college freshman Jordan DeCicco found only sugar-heavy bottled coffee to sustain him through predawn basketball practice, he got creative. In his dorm room, he concocted a blend of black coffee, protein powder, and MCT oil—a supplement made from medium-chain triglycerides, a type of fat—that got his teammates’ attention. Soon he was fortifying lots more brew, which he called super coffee, and selling it at cost to his buddies. By summer, DeCicco smelled an opportunity to make Super Coffee a business, especially with older brothers Jim and Jake coming on board as co-founders. They launched as Kitu Life
