PREVIEW

Robert Downey Jr. has launched a coffee business. He may play a superhero on screen, but it seems the Iron Man actor needs a bit of help getting started in his real life. Robert said his life would be impossible to conduct without the caffeination coffee gives him so it made sense to consider it for a business idea. ”I roll out of bed, I hit my knees. I have one of several prayers, usually of gratitude or just being like, 'Please let me stay out of my way.' And then I roll downstairs for coffee,” "I credit coffee, in part, for my sanity.” Having partnered with serial entrepreneur Craig Dubitsky - whose previous ventures include EOS lip balm and Hello dental products, Robert wanted his company to cover all bases, selling everything from whole beans to coffee pods, without getting too mass-market, or too artisanal. ”It's just become such a massive industry. But we realised you're either getting stuff that tastes like pencil shavings, or you're getting the stuff that was passed through the small intestine of a yak.” The pair said they didn't want to come across as coffee snobs - just aficionados. ”We didn't want to be, we made up this word, baristacrats. We didn't want to be snobby. It was important for us to make something that could elevate the everyday.” THIS VIDEO MUST NOT BE EDITED FOR LENGTH TO COMBINE WITH OTHER CONTENT