HotShot Plans To Bring Japans RTD Hot Coffee Craze To US

NEW YORK CITY -- A New York City startup has launched a crowdfunding campaign to bring its preheated, ready-to-drink cans of coffee to market.

Inspired by what HotShot says is a $14 billion category in Japan, the company's cans of 100% Arabica Sumantra coffee are stored at 140°F. in a "hot fridge," called the HotBox. Consumers simply reach in, take one, pop the top and drink it.

"After a trip to Japan in 2009, I discovered hot fridges and ready-to-drink hot coffee," said HotShot founder Danny Grossfeld. "After extensive research and more than $1 million in investment to optimize the product, package and HotBox offering, HotShot is a product that has been adapted from the proven formula in Japan to fit American tastes."

HotShot beverages are packaged in aluminum cans with insulated labels designed to allow consumers to comfortably hold them. Flavors include espresso, French vanilla, caramel and hot chocolate, all of which are kosher. They reportedly have a one-year ambient shelf life, and four months when continuously heated.

The company said early backers of the campaign receive a "starter kit," consisting of a HotBox that holds nine cans and a case of 12 HotShot cans for $99. Retail-size HotBoxes that hold up to 36 cans will also be available throughout the campaign and beverage refill packs can be ordered as as add-ons.

Both the small- and large-sized HotBoxes have a thermostat to maintain the temperature at a constant 140°F. The lack of a compressor enables the HotBox to use a small amount of electricity, according to company officials. Plans call for the smaller HotBox model to feature a car plug for use while traveling or tailgating.

HotShot said it is ready to launch and that products will be delivered to early backers by September.