Cargo, an in-car commerce platform for rideshare passengers, is kicking off its Dallas launch Wednesday by offering riders complimentary smoothie bowls, organic coffee shots, and whole food protein bars, courtesy of new brand partners Joyböl, FORTO, and RXBAR.

New York-based Cargo is a scalable platform that allows passengers inside Uber and other rideshare cars to sample and buy products, and the new brand partnerships will provide riders with a quick, healthy breakfast while on the go, according to Cargo.

Rideshare drivers can earn extra income through Cargo’s program. Drivers get $1 base commission for each passenger that orders from the Cargo box and a 25 percent commission on each paid sale, according to Cargo’s website.

“Commuting and early morning business travel are among the top reasons people use rideshare,” said Sabina Rahaman, head of brand partnerships and merchandising for Cargo. “RXBAR and joyböl bring two unique products into Cargo’s mix that help us solve for on-the-go breakfast with healthy products we know riders will love.”

“Commuting and early morning business travel are among the top reasons people use rideshare.”

Sabina Rahaman

Rahaman added: “Many people skip eating breakfast at home, and not everyone has time to wait in line for their morning coffee. FORTO coffee shots are a perfect alternative to pricey cafés and long lines, whether consumed in the morning or as an afternoon energy boost.”

Other brand partners include Kellogg’s, RedBull, and Coca-Cola.

Cargo also has other items such as gum and phone chargers available for passengers, the company said.

HERE’S HOW CARGO WORKS

Passengers visit the company’s mobile menu on their smartphones, enter their driver’s box code, select the product they want, and hit the check-out button.

Once the vehicle has stopped, the driver gives the passenger the product from the Cargo display box. The setup is what Forbes likened to a convenience store in a vehicle.

Beyond Dallas, the service also is currently offered in cities such as New York, Chicago, Baltimore, and in April, began in Atlanta, according to CNBC.

“We’re preparing for an autonomous world in which time spent in vehicles increases …”

Jeff Cripe

Jeff Cripe and Jasper Wheeler started Cargo in 2016 to give rideshare drivers another source of income and provide passengers a way to purchase products while their in route.

“We’re preparing for an autonomous world in which time spent in vehicles increases, and those vehicles are redesigned from the inside out to maximize passenger comfort and connectedness. Cargo is an early step in that direction, an evolving database on what riders value when they’re in transit,” Cripe told Forbes last year.

In January, the startup announced it had raised $5.5 million in follow-on seed funding, which it planned to use for expansion across the U.S., according to Venture Beat. In total, Cargo has raised $8.7 million, according to Crunchbase.

It’s investors include TechStars Ventures, Detroit Venture Partners, Fontinalis Partners, and Rosecliff Ventures.