19 August 2025  A New Functional Coffee PlayerThis month, a press release from a prestigious PR agency known for representing international companies announced the arrival of Superitalia, a new coffee brand. Yet, despite professional promotion, there is barely any publicly available information about the company. Online research revealed that Superitalia filed for a trademark in August 2024, which was officially registered with the European Union Intellectual Property Office in January 2025.Superitalia, headquartered in Germany, positions itself between coffee culture and functional nutrition. Its flagship products, sold under the label Superfood Cappuccino, were recently presented in Austria and are marketed as instant cappuccinos enriched with superfoods. Three varieties promise effects such as focus, energy, beauty, or recovery. At about €19.99 for 200 grams—roughly 11 portions, according to listings on Amazon—the drinks are not priced in the everyday-coffee range. However, the company emphasizes that they are not ordinary cappuccinos but blends combining caffeine, plant extracts, vitamins, and minerals. Ingredients include Lion's Mane mushroom extract, coconut oil, and B vitamins, all promoted as contributing to energy, mental clarity, or regeneration. Some varieties contain caffeine, others are caffeine-free. Fashion.at has not tested the drinks, so it remains unknown how they taste or how the three flavors differ. Partnership with HyroxTo build awareness, Superitalia relies heavily on digital promotion via its website and Instagram. A partnership with Hyrox, the international fitness competition often described as a hybrid of functional training and endurance racing, plays a central role in its campaign. Hyrox is still relatively unknown to the general public outside of sports circles. Athletes compete in a standardized format of running combined with workout stations such as rowing, sled pushes, and burpees. The connection between Hyrox and Superitalia lies in the brand's promise of sustained performance and quick preparation—qualities that align with active lifestyles and competitive training routines.Behind the Brand and the WebsiteSuperitalia was founded by Thomas Arndt, a former Red Bull executive with years of experience in brand expansion. His son, Dr. Carl Arndt, a sports physician and nutrition specialist, contributed to the formulation of the drinks. The visual identity and flashy website, designed by creative teams including Vander Most Design and Fluid Create, aim to place the cappuccinos in a sports-lifestyle context.The online presentation is polished, with bold typography, motion elements, and lifestyle imagery. It reflects the ambition to frame functional coffee as a bridge between performance nutrition and Italian-style enjoyment. Coffee in Seconds – Hot or ColdAccording to the official instructions, the instant powders can be stirred with either hot or cold water, optionally shaken or frothed, and even served over ice. The ease of preparation and the addition of functional ingredients may sound almost too convenient: a cappuccino that claims to be energizing, beautifying, or calming—depending on the blend. Whether it delivers on these promises is something consumers will need to find out for themselves.Images: On the left, a series of white cups and takeaway tumblers with the red Superitalia logo are displayed, each filled with hot or iced cappuccino variations. On the right, a barista is seen preparing Superitalia Superfood Coffee at a counter with red equipment in the background. Photos: Courtesy of Superitalia. |