Having aligned with a powerful strategic partner, Los Angeles-based cold brew coffee company Secret Squirrel is aiming to make the leap from regional brand to national player in the fast-growing realm of cold brew beverages.
At Expo East 2016, Secret Squirrel co-founder Trevor Smith revealed that the company was acquired in May by private label tea giant Harris Freeman, which formed a new coffee- and tea-focused subsidiary built around called the brand called Pure Steeps. Smith, who remained with Secret Squirrel following the acquisition and continues to oversee the brand, views Harris’ capital resources and reach as critical to competing in the increasingly crowded cold brew coffee category. Additionally, Secret Squirrel will lean on Harris’ expertise in tea to introduce a variety of RTD cold brew tea products; the company sampled test batches at Expo East.
To support its growth and development, Secret Squirrel will build a new manufacturing facility on the East Coast, Smith said. Having two facilities will allow the company to maintain small-batch production and a high level of quality for its coffees, which recently transitioned from glass to plastic bottles and now undergo high pressure processing.
Watch this video in which BevNET CEO John Craven speaks with Smith about Secret Squirrel’s rapid evolution in recent months, including more details about the company’s acquisition. Smith also discusses how Secret Squirrel attempts to differentiate itself from other cold brew brands his take on the state of the category.