Robert Downey Jr. is getting into coffee, and he is not doing it with a simple celebrity-branded drink. The actor has teamed up with Craig Dubitsky, the consumer-products entrepreneur behind Eos and Hello, to launch Happy. The timing is notable. The U.S. coffee market is worth about $28 billion, and both large manufacturers and smaller brands are fighting for a bigger share of the daily coffee habit.
Happy is launching with light, medium and dark roasts. Customers can buy them as whole beans or ground coffee, while instant packets and Keurig K-Cups give the company a presence beyond traditional brewing.
