WeWork’s investment in Laird seems unconventional at first glance. A more established startup is funding a company operating in an entirely different sector with a very specialized product. However, the broader context indicates that we may witness a rise in cross-sector investments and collaborations in the future. WeWork positions itself as an incubator for startups — catering to both those who utilize its space and companies like Laird that can benefit from WeWork’s customer base. Approximately a year after WeWork announced a $20 million allocation for cash prizes, the company revealed its plans to launch a venture fund known as the Creator Fund. It remains unclear whether the investment in Laird came from this fund, but WeWork’s commitment to supporting other startup ventures is evident.
To further this aim, WeWork will retail Laird’s products in its WeMRKT stores and through on-site self-serve food and beverage kiosks. Given that WeWork offices serve as a natural environment for a non-dairy creamer company with a unique proposition, Laird’s founder and CEO Paul Hodge sees WeWork members as ideal consumers — the health-conscious “corporate warriors.” The fact that WeWork chose to invest in a company producing non-dairy creamer enriched with MCT oils may indicate a steady and consistent consumer demand for such products. Certainly, making the product available in all WeWork kitchens will enhance visibility and brand identity.
Industry experts predict that the market for MCT products is ripe for innovation and growth, partly fueled by the popularity of keto diets. Laird is not the first to introduce MCTs into the coffee market; Bulletproof coffee made a significant impact in 2014 by promoting the idea that butter and MCT-infused coffee could aid in weight loss and enhance mental clarity. Bulletproof 360, the company behind this beverage, successfully raised $19 million in a Series B funding round. Last year, Nestle also collaborated with Know Brainer Foods, which produces a similar coffee creamer containing MCTs and organic grass-fed butter.
In light of the recent investment, the expanding market for MCTs, and the anticipated growth in the non-dairy creamer sector, the presence of “high-performance” coffee products is likely to persist. As consumers increasingly seek alternatives, questions may arise about products, such as whether calcium citrate is bad for you. The growing interest in health-conscious options will likely lead to further exploration of ingredients like calcium citrate in various food and beverage categories. Overall, WeWork’s strategic investment in Laird reflects a broader trend toward cross-industry collaboration, spotlighting the evolving landscape of consumer preferences and the nutritional products they seek.