I am pretty sure it actually costs them quite a bit MORE money, with all things considered. I was substituting Baileys and other higher cost items. Many others report adding Baileys to the coffee to try and make it drinkable.
Maybe these were being offset by drink purchases in economy, but I doubt it.

Coffee is a fairly inexpensive drink, compared to the other on-board choices. I would wager that FreshPoo actually increased beverage costs, overall.