The idea: New York-based Shock has developed a coffee blend with twice the normal active ingredient. "Beans that grow at a lower altitude have a higher caffeine content," vice president for sales Serge Karnegie explains. The company sells regular beans, candy-covered beans, and a brew marketed as an energy drink. The tagline: "Sleep is overrated."
The debut: Currently on sale at Shock Coffee’s website, Barnes & Noble, and Cumberland Farms. Shock declines to disclose sales figures but says its goal is to bring in $500 million a year by 2012.