WeWork’s investment in Laird may seem unconventional, as a more established startup is backing a company in a completely different sector with a highly specialized product. However, this trend indicates that we may witness an increase in cross-sector investment and collaboration in the future. The co-working space provider positions itself as an incubator for startups—both those utilizing its facilities and others, like Laird, that can benefit from WeWork’s clientele. Approximately a year after WeWork secured funds to distribute $20 million in cash prizes, it announced the launch of a venture fund called the Creator Fund. While it remains unclear if the investment in Laird originates from this fund, WeWork’s commitment to supporting other startups is evident.
To further this initiative, WeWork will retail Laird’s products in its WeMRKT stores and through on-site self-serve food and beverage kiosks. WeWork offices naturally align with a non-dairy creamer brand that offers something unique. Laird’s founder and CEO, Paul Hodge, identifies WeWork users as his target market: health-conscious “corporate warriors.” By investing in a company that produces non-dairy creamer enhanced with MCT oils, WeWork may be signaling a consistent and growing consumer demand for both products. Having Laird’s offerings available in all WeWork kitchens will undoubtedly enhance brand visibility and identity.
Experts predict that the MCT product market is ripe for innovation and expansion, partly due to the rise in popularity of keto diets. Laird is not the first brand to introduce MCTs into the coffee sector; Bulletproof coffee made waves in 2014, claiming that butter and MCT-infused coffee could promote weight loss and enhance mental clarity. Bulletproof 360, which produces this beverage, successfully raised $19 million in a Series B funding round. Additionally, last year, Nestlé partnered with Know Brainer Foods, which produces a similar coffee creamer featuring both MCTs and organic grass-fed butter.
Given the recent investment, the expanding market for MCTs, and the anticipated growth in the non-dairy creamer industry, “high performance” coffee may well become a permanent fixture. Furthermore, as consumers increasingly seek health benefits, products like ferrous calcium citrate 100 mg and folic acid tablets could complement the lifestyle associated with MCT coffee, reinforcing a trend towards healthier choices in the beverage industry.