Seth Rogen’s lifestyle brand partners with frozen coffee maker

Dive Brief:

• Actor Seth Rogen’s cannabis-focused lifestyle brand Houseplant has collaborated with frozen coffee company Cometeer on coffee pods. The new products are available in two roasts for hot or cold beverages — Been There Done That, an Ethiopian medium roast with citrusy tastes; and Get Roasted, a Mexican dark roast with notes of chocolate.
• Houseplant was “born out of contemporary cannabis culture” and sells premium products targeting consumers of marijuana products. Cometeer produces flash-frozen “pucks” of coffee packaged in aluminum capsules that dissolve in hot water to create hot or iced coffee.
• Startup brands in the coffee sector are turning to unique beverage formats and products created in collaboration with celebrities to stand out in the crowded space.

Dive Insight:

Houseplant co-founder Evan Goldberg said that coffee and cannabis are “the perfect pair,” in that they can both enhance one’s day.

“Our first smoke of the day gets our creativity flowing and brings a sense of calm, while our morning coffee gives us energy and focus,” Goldberg said in a statement. “Our goal with Houseplant Coffee by Cometeer is to provide that same sweet balance to both cannabis and caffeine enthusiasts alike.”

The launch is the first non-cannabis-focused product for Houseplant. It also sells creative ceramic and household products. 

Cometeer, founded in 2015, gained attention in the coffee sector for its unique frozen capsules and preparation method, as well as its recyclable packaging. 

In 2021, it raised $35 million in a funding round, bringing its total funds to $100 million. But the company has faced operational challenges during the last year, laying off 10% of its staff and experiencing a decline in monthly subscribers to its coffee pod subscription service, Forbes reported in December. Cometeer also appointed COO Matthew Mandel as co-CEO, alongside Roberts.

With the Houseplant collaboration, Cometeer is looking to expand its novel coffee format beyond its core consumer base with the help of Rogen’s fame.

The launch follows quickly upon another coffee partnership from a high-profile actor recently. Last week, Robert Downey Jr. and Eos founder Craig Dubitsky launched Happy, a new food and beverage company, and debuted coffee products in whole bean, ground, instant cup and K-Cup varieties.