Rarebird Coffee, a new startup founded by Dr. Jeffrey Dietrich, is aiming to revolutionize the coffee industry with its unique blend of Colombian decaf coffee and paraxanthine (PX). PX, a metabolite of caffeine, is known for delivering stimulation without the negative side effects commonly associated with caffeine consumption.
Dr. Dietrich, who previously co-founded a biotech company, was inspired to start Rarebird Coffee after researching the benefits of PX. He found that PX had the potential to provide the desired energy boost without the jitters, sleeplessness, and anxiety that often accompany caffeine consumption.
One of the main advantages of PX over caffeine is its shorter half-life. Caffeine can have varying half-lives, which can negatively impact sleep quality. Additionally, there are genetic variants within receptors in the brain that can lead to an anxiety response to caffeine, even in smaller amounts. PX, on the other hand, does not have these drawbacks and is a better solution for most people.
Rarebird Coffee currently infuses roasted ground coffee with PX, providing 60 milligrams of PX per serving. However, the company is also developing technology to incorporate PX into green coffee beans, which would allow for the production of whole bean PX coffee. This technology is still in the development phase and may take a couple of years to be ready for market.
In terms of production, Rarebird Coffee initially used a synthetic process to produce PX. However, the company has secured a National Science Foundation grant to develop a highly scalable biological process using enzymes to break down caffeine into PX. This biological process is expected to be more cost-effective in the long run.
In terms of regulations, PX was not initially approved for use in foods or supplements. However, Rarebird Coffee and another company, Ingenious Ingredients, conducted the necessary studies to achieve GRAS (generally recognized as safe) status for PX. While Rarebird Coffee has not yet submitted its GRAS determination to the FDA, Dr. Dietrich believes it is an important step to highlight the superior safety profile of PX compared to caffeine.
Rarebird Coffee’s go-to-market strategy involves launching a direct-to-consumer business and building a subscriber base. This approach allows the company to gather valuable feedback from consumers and understand how they are using the product. Dr. Dietrich envisions PX becoming the third coffee option, alongside regular coffee and decaf, and aims to have Rarebird Coffee available in every coffee shop in the future.
With its unique blend of Colombian decaf coffee and PX, Rarebird Coffee is poised to disrupt the coffee industry and provide a healthier alternative to traditional caffeinated beverages. As more consumers seek energy-boosting options without the negative side effects of caffeine, the demand for PX-infused coffee is likely to grow.