Santa Monica Founder Grows Coffee Alternative Brand
Brendan Smith created the low-caffeine drink Joe'y after a health scare required him to reduce his intake.
Updated on Oct. 23, 2026 in Coffee
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Founded in 2020 in Santa Monica, the coffee alternative company Joe'y offers a beverage with significantly lower caffeine than standard brews. The brand achieved profitability in 2026 after expanding distribution beyond local cafes to retailers across the country.
Why it matters
The company emerged after founder Brendan Smith was advised by doctors to cut his caffeine consumption following a health incident during his college years. He spent a year developing the product to provide a functional alternative for consumers seeking a similar experience to coffee.
A serving of Joe'y contains 55 milligrams of caffeine, compared to the 95 to 200 milligrams typically found in a standard cup of coffee. The product formulation includes roasted chicory, dandelion root, cacao, lion's mane, and ashwagandha.
The players
Brendan Smith
He is the founder of the coffee alternative company Joe'y who developed the brand after being advised to limit his caffeine intake.
The details
Founder Brendan Smith tested more than 60 ingredients over one year to finalize the drink's recipe. He conducted blind taste tests with residents on Main Street in Santa Monica to refine the final flavor profile before scaling production.
Timeline
In 2011, Brendan Smith experienced a health incident while in university.
The company was founded in 2020.
The brand reached profitability in 2026.
Culture Shift
The rise of Joe'y follows the broader functional beverage industry shift toward adaptogenic ingredients, as more consumers seek health-focused alternatives to traditional caffeine sources. This reflects a wider societal move toward wellness-oriented products that avoid the high caffeine content found in legacy coffee brands.
Consumers in the Santa Monica area can purchase the product at various retail locations where the brand has expanded its footprint. For individuals looking to reduce their daily stimulant intake, the drink offers a specific 55-milligram caffeine alternative to their standard morning routine.
The takeaway
Maintaining a successful business without outside funding remains a rare path in the competitive beverage sector. This brand demonstrates that focusing on a specific health niche can lead to long-term sustainability and market growth.
What happens next
The company expects to double its business operations throughout the 2027 calendar year.
Further reading
Learn more about the latest developments in the Coffee industry.
More information
For more information on ingredients and product availability, visit the Joe'y coffee alternative product website.
Source note: This article includes information reported by Santa Monica Daily Press.
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Would you consider replacing your daily coffee with a low-caffeine alternative to improve your health?
