Startup CPG Newswire:
roo.bru Announces Distribution Partnerships, Packaging Upgrades and a Funding Round to Close Out 2026

PRESS RELEASE — NEWS PROVIDED BY Sam Mitchell for roo.bru

SAN DIEGO, CA (NOVEMBER 2025) — roo.bru, the San Diego based coffee alternative made from functional superfoods, is closing out 2026 with major momentum across retail, product development, and growth initiatives. The brand announced expanded distribution through its partnership with Foundation Foods, including an upcoming placement in Jimbo’s – one of Southern California’s most influential natural grocers. This milestone marks roo.bru’s largest retail opportunity to date and signals strong consumer demand for clean, crash-free caffeine alternatives.

Alongside its retail growth, roo.bru has unveiled upgraded packaging and a refined formula to enhance both sustainability and functionality. The brand’s new packaging is Interzero-certified recyclable, supporting a more circular economy and allowing customers to dispose of bags directly in their curbside recycling bins. The blend now also includes Lucuma, known as the “Gold of the Incas,” adding antioxidant benefits and natural sweetness while maintaining roo.bru’s signature smooth, extended-release energy.

“Everything we do is about improving the daily ritual for our customers,” said co-founder Sam Mitchell. “These packaging and formula upgrades reflect our commitment to better energy, better ingredients, and a better planet. And we’re just getting started.”

To support its accelerated retail expansion, growing DTC community, and rising demand, roo.bru is preparing a pre-seed fundraising round to fuel inventory, marketing, and team growth through 2027. The raise will focus on building out a nimble team, strengthening retailer relationships, and boosting digital acquisition to meet the brand’s ambitious revenue targets.

“We’ve proven that consumers want a cleaner, more functional alternative to traditional coffee,” said co-founder Luke Caputo. “With Foundation Foods and Jimbo’s on board, and with the support of upcoming investors, we’re ready to scale roo.bru into a household name.”

As roo.bru heads into the new year, the brand is poised for its strongest chapter yet, combining product innovation, strategic retail growth, and community-driven momentum to redefine what healthy energy can look like.

About roo.bru

Based in San Diego and influenced by Aussie roots, roo.bru is a healthy coffee alternative made from organic superfoods for smooth, sustained energy. Founders Sam Mitchell and Luke Caputo set out to ditch the jitters and make mornings a whole lot more fun. With 88 mg of extended-release caffeine and a blend of antioxidant-rich ingredients that support skin, immunity, and daily focus, roo.bru offers all-day benefits without the crash. Loved by surfers, parents, athletes, and anyone chasing a better morning ritual, roo.bru is redefining what energy can feel like.

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