# Low-Cost Concentrated Coffees Hippie Brew is Launching into Target Locations in the US By Michael Hemsworth | Published 2026-04-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hippie-brew References: [drinkhippie](https://drinkhippie.com/pages/hippie-brew-waitlist) & [drinkhippie](https://drinkhippie.com)  [Hippie Brew](https://www.trendhunter.com/trends/hippie-energy) functional coffee concentrate is a new, low-cost coffee product headed to Target locations in the US to help consumers enjoy a quick energy boost that doesn't skimp on nutritional benefits. The coffee concentrate will come in Golden Roast and Mocha Reserve varieties, which each come packaged in a tube that will offer 25 cups when prepared. The coffee is also formulated with a [functional mushroom blend](https://www.trendhunter.com/trends/functional-mushroom-coffee-range) with 500mg per serving alongside prebiotic fiber with two-grams per serving. Hippie Brew functional coffee concentrate has no added sugar and is positioned as a competitively priced option that comes in at $1.60 per serving. This price point is expected to catch the attention of value-minded consumers who are increasingly embracing bulk-size products to help reduce per-serving costs to enhance value. ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 82% | Activity: 80% | Freshness: 70% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Concentrated Coffee Products:** A compact, tube-delivered concentrate model that yields high cup counts per package is reshaping convenience by offering lower per-serving costs and reduced storage footprints. - **Functional Mushroom-infused Beverages:** Beverage formulations combining caffeine with therapeutic mushroom blends and prebiotic fibers are blurring lines between stimulant drinks and daily wellness supplements. - **Value-oriented Bulk Serving:** Consumers are gravitating toward bulk-format, low-cost per-serving solutions that prioritize affordability without sacrificing perceived nutritional benefits. ### Who This Affects Most - **Mass Merchandiser Retail:** Big-box and national retail chains are positioned to disrupt beverage discovery by introducing shelf space for concentrated, functional formats that appeal to value-driven shoppers. - **Packaged Coffee and CPG Brands:** Traditional coffee manufacturers face pressure to innovate around concentrated formats and functional ingredient blends to retain market share as cost-per-cup becomes a primary purchase driver. - **Functional Nutrition and Supplements:** Wellness-focused nutrition companies are encountering opportunities to enter mainstream beverage distribution by formulating supplement-grade actives into everyday drink formats. ## Related on Trend Hunter - [French-Inspired Functional Drinks](https://www.trendhunter.com/trends/journee.md) - [Functional Coffee Line Expansions](https://www.trendhunter.com/trends/bulletproofs-new-cold-brew.md) - [Focus-Enhancing Mushroom Coffees](https://www.trendhunter.com/trends/focus-fuel.md) - [Premium Coffee Pod Introductions](https://www.trendhunter.com/trends/the-keurig-coffee-collective.md) - [Hydration-Driven Wellness Energy Drinks](https://www.trendhunter.com/trends/hippie-energy.md) - [Wellness-Based Coffee Expansions](https://www.trendhunter.com/trends/everyday-dose-launches.md) - [Functional Focus Coffees](https://www.trendhunter.com/trends/brain-waves-functional-coffee.md) - [Functional Coffee Retail Expansions](https://www.trendhunter.com/trends/ryze.md) - [Mushroom Coffee Gummies](https://www.trendhunter.com/trends/bruchew.md)