For Waka Coffee, what began as a caffeine fix in a cramped New York City kitchen has grown into a mission-driven brand reimagining what instant coffee can nd should be.
In 2018, while balancing a full-time undergraduate program and a full-time job in New York, founder David Kovalevski struggled with cramped kitchen space and expensive café visits. He decided to try some of the instant coffees on the market. What he found was bitter, flat flavors born from low-grade Robusta beans.
Growing up in Israel, he was accustomed to having good instant coffee. He believed the U.S. market would embrace a high-qualitiy alternative.
“I saw an opportunity to change that and build a brand that made premium instant coffee more accessible without sacrificing taste or convenience,” says Kovalevski.
Elevating Instant
Armed with a background in marketing and driven curiosity, he began experimenting with premium ingredients and clean formats. To save money, he worked from his living room and used digital strategies to gain early traction among consumers eager for quality and convenience
From the start, Waka has stood for three core principles: premium ingredients, clean labeling, and customization. Only thoughtfully selected beans and high-quality tea leaves make the cut. Every product is free from artificial ingredients and added sugars, staying true to a clean label promise with no compromises. And by keeping its coffees and teas unsweetened and unscented by default, Waka empowers customers to personalize their drinks to their own tastes.
“We prioritize quality, transparency, and customer experience, and that resonates strongly with modern consumers looking for convenience without compromise,” says Kovalevski.
Percolating Through Problems
Waka’s first big breakthrough came in 2019, when the brand was featured in national media for the very first time. That coverage sparked a surge in Amazon sales, proving that the demand for premium instant coffee was real and that an online-first strategy could pay off. It was a moment of validation that gave the young company the confidence to keep building.
Just a year later, Waka found itself at the center of an unexpected cultural phenomenon. As the whipped coffee craze swept the globe during the pandemic, Waka’s instant coffee climbed to the top of Google search results for the trending recipe. Demand skyrocketed overnight.
But while interest in the brand reached unprecedented levels, the pandemic’s supply chain breakdowns made it difficult to keep up. Packaging was delayed, fulfillment became a scramble, and sometimes the founder had to physically deliver shipments to the post office.
Navigating spikes in demand during the pandemic underscored how quickly consumer interest can outpace production. With limited infrastructure, Kovalevski found himself racing between commercial kitchens and post offices, filling and shipping orders manually. Though Waka sold out quickly, every challenge pushed the team to build stronger, more reliable systems.
These hurdles sharpened the company’s focus on supply chain resilience and taught valuable lessons about scaling thoughtfully—not just fast.
Grounds for Growth
Waka Coffee & Tea is currently available in approximately 600 retail locationsacross the United States. This includes a wide range of major retailers such as Walmart, Dick’s Sporting Goods and L.L. Bean The brand’s expansion accelerated in 2023 when it earned Walmart’s coveted Golden Ticket, an exclusive honor that opened the door to a national retail debut. By 2024, Waka products were were on the shelves of Walmart stores across the country.
When it comes to channel strategy, Kovalevski believes in quality over quantity.
“Rather than rapid expansion, our focus through 2025 is to deepen relationships with these partners, continue growing online, and scale our bulk business,” he says.
Waka’s lineup includes roughly 30 SKUs across both coffees and teas. Everything is unsweetened and designed for customization. Bestsellers include the Classic Black Tea and Chai Tea. Waka is launching a new Dirty Chai – a delicious fusion of chai and coffee, in the next few weeks, with more innovative tea options planned later this year.
“Our product development process is guided by customer feedback, flavor trends, and operational feasibility within our supply chain,” says Kovalevski.
With thousands of positive customer reviews, Waka has amassed a loyal following. Here are just a sampling of the five-star reviews on Amazon:
“I have officially retired my Keurig machine once and for all. It’s a much better cup of coffee in so many ways. It’s a fresh, high quality cup of coffee that’s better for the planet AND the kicker is that you can take them with you camping, traveling, or anywhere you want to enjoy a fresh cup of good quality coffee.”
“I’m a ‘Grind the Beans’, and ‘Brew the Coffee’ kind of guy. I want to extract all of those wonderful flavors from the beans to begin the day with a delicious cup of coffee. Lately, I have been yearning for a quick cup of coffee, in the afternoon, when I have 10 minutes between patients. Then, out of the clear blue sky, came a list from the internet rating the best tasting coffees. Waka was at the top of the list, AND, it was instant. I ordered it, drank it, and loved it.”
Brewing Success Together
Kovlevski says SKU was a transformative experience for him. Through SKU, the founder gained access to mentors, CPG expertise, and a tight-knit cohort of fellow entrepreneurs. Even nearly four years later, the relationships and guidance from SKU continue to propel Waka forward.
“SKU was transformative,” says Kovalevski. “I still keep in touch with today. The program gave me a crash course in the CPG world and continues to support my journey nearly four years later. SKU still introduces me to people who help move the business forward.”
Eight years into the journey, Waka stands not just as a coffee brand but as a testament to perseverance, clarity, and values-driven growth. The business now supports multiple families—proof that a simple idea, grounded in authenticity, can yield lasting impact. As 2025 unfolds, Waka is on track for yet another record-breaking year, powered by both DTC success and wholesale growth.
“We prioritize quality, transparency, and customer experience, and that resonates strongly with modern consumers looking for convenience without compromise,” says Kovalevski.
When asked about the secret to building a durable business, Kovalevski has a simple answer.
“Be patient,” he says. “It’s easy to compare your journey to others who appear to be growing faster, but the reality is often different than it looks. Stay focused on your mission, grow at your pace, and build a business that aligns with your personal and professional values. “
This philosophy has guided Waka from its earliest days and continues to shape its path forward. By combining thoughtful product design with a commitment to quality and a deliberate, steady approach to expansion, Waka Coffee is proving that instant doesn’t have to mean ordinary.
“I started Waka just an idea and very limited resources,” says Kovalevski.” Today, it’s a real business that not only supports me but also supports multiple families. We’ve built something that has endured, adapted, and grown and that’s something I’m incredibly proud of.”