Rarebird

NEUCAFF Performance Coffee is a functional beverage brand turning the daily coffee ritual into a performance ritual. Formerly known as Rarebird, NEUCAFF combines specialty-grade decaf coffee with paraxanthine (Px), the primary metabolite the human body produces when it breaks down caffeine. Its signature positioning, Paraxanthine Powered Decaf™, reflects a simple ambition: make the coffee people already drink do more.

Founded by Dr. Jeffrey Dietrich, a scientist who developed the Px Coffee concept after experiencing the limitations of traditional caffeine firsthand, the company brings together specialty coffee and an approach to performance informed by science. NEUCAFF is designed for consumers seeking energy and focus with fewer of the trade-offs commonly associated with caffeine, including jitters, crashes and disrupted sleep.

The product portfolio includes whole bean and ground coffee in light, medium and dark roasts, with ready-to-drink cold brew, flavored lattes and instant coffee expanding the ways consumers can incorporate NEUCAFF into their routines. Its coffee delivers 120 milligrams of paraxanthine per serving.

At the heart of NEUCAFF’s innovation is a proprietary reverse-infusion process. The company begins with decaffeinated green coffee beans and infuses them with paraxanthine through a controlled aqueous process before roasting. This embeds Px directly into the bean, making it part of the coffee itself.

NEUCAFF uses sugarcane-derived ethyl acetate to decaffeinate its coffee, removing more than 97% of the caffeine without using methylene chloride. The company sources single-origin Colombian coffee and uses accredited third-party laboratories to test for mold and mycotoxins, including ochratoxin A.

Building on Rarebird’s recognition as a 2025 Specialty Coffee Association Best New Product winner, NEUCAFF is bringing its approach to a broader audience of coffee drinkers, athletes and performance-minded consumers. The proposition is straightforward: specialty coffee, a familiar ritual and a different engine under the hood.