Unfazed

Unfazed is a ready-to-drink (RTD) decaf coffee brand founded in Raleigh, North Carolina, and manufactured in the USA Midwest. The company was created to serve consumers who love the ritual and flavor of coffee lattes but need or prefer to avoid caffeine. Unfazed's debut product lineup consists of shelf-stable, ready-to-drink decaf lattes in two flavors — Decaf Vanilla Latte and Decaf Caramel Latte — both made with water-process decaf coffee and lactose-free whole milk. The water-process decaffeination method used by Unfazed is solvent-free, relying solely on water and time to remove at least 97% of caffeine from the coffee, resulting in a smooth, clean coffee flavor without the use of chemical solvents. The lactose-free whole milk base makes the lattes accessible to lactose-intolerant consumers while maintaining a creamy, satisfying texture. Unfazed was founded by Allison, who identified a significant gap in the RTD coffee market: virtually no shelf-stable, flavored decaf latte options existed for consumers seeking a grab-and-go coffee experience without caffeine. The brand's core positioning centers on delivering the full sensory ritual of a coffeehouse latte — taste, aroma, and comfort — without caffeine-related side effects such as jitters, anxiety, or disrupted sleep. Targeted at caffeine-sensitive consumers, decaf enthusiasts, and those managing anxiety or sleep health, Unfazed fills a largely unaddressed segment within the broader RTD coffee category. Products are sold in 12-pack and 6-pack sampler configurations, with pricing positioned at a premium tier consistent with specialty RTD coffee brands. The brand is scheduled to launch commercially in Spring 2027, with early access sign-ups offering a 10% discount on first orders. Merchandise such as branded hats and t-shirts are also available, indicating early-stage brand community building. As a domestically produced, USA-made product with a clean-label ethos — no chemical solvents, lactose-free, and minimally processed — Unfazed is positioned to appeal to health-conscious consumers in the natural and specialty food and beverage channel.