Jacksepticeye’s coffee brand gets a new CEO

Jacksepticeye‘s coffee brand has a new CEO.

Top of the Mornin’ Coffee has brought in former Vita Coco/Unilever exec and Ugly Drinks co-founder/CEO Hugh Thomas to help drive expansion and growth for the company.

For those unfamiliar, Top of the Mornin’ Coffee launched in 2020, and its name is based on Jacksepticeye’s longtime opener for all his YouTube videos. It sells a variety of coffees and branded merch, and donates 1% of proceeds to mental health initiatives for youth.

Thomas’s responsibilities at Top of the Mornin’ will include “building on the brand’s previous success by focusing on the products and flavor profiles which resonate best with consumers and fans, in addition to overseeing brand development, strategic planning and more,” per a press release.

“I am delighted to join Sean [McLoughlin, aka Jacksepticeye] and his team as CEO at Top of the Mornin’ Coffee,” Thomas said in a statement. “As one of the world’s most authentic creators, we met last year and really aligned on his vision to bring positivity, fun and accessibility to the world of craft coffee. With an energized community behind us, we have plenty of exciting plans to announce throughout the rest of the year.”

Jacksepticeye added, “We’re excited to formally welcome Hugh to the Top of The Mornin’ team and we look forward to expanding the brand even further. Fans of all things Jacksepticeye and coffee can expect more exciting updates soon!”