"If you want to stand out, you need to be the 'est' -- the biggest, smartest, strongest, or cheapest," said Black Insomnia founder Sean Kristafor. "So when we wanted to compete in coffee, as a caffeine product, we had to be the strongest, but obviously, we don't exceed the world guidelines."
As a coffee aficionado, Kristafor created the company after retiring from a corporate job. He found a top coffee roaster online and created Black Insomnia last June, first selling locally to cafes in Cape Town, South Africa.