Honest Tea Relaunches as a New Boutique Brand, 'Just Ice Tea'
Niko Pajkovic — September 20, 2022 — Lifestyle
References: honestorganic & bevindustry
Owners of the now discontinued tea brand Honest Tea have returned with a new product line, which will be sold under their new company, Eat the Change. The new line, called 'Just Ice Tea,' features a range of ready-to-drink tea beverages.
Just Ice tea was created in partnership with celebrity chef Spike Mendelsohn and offers consumers a varied range of organic Fair Trade Certified teas and sweeteners. Just Ice Tea is set to hit stores shelves by the end of September.
“Just Ice Tea is picking up where Honest Tea left off, but we are tripling down on our commitments to our core values ― Fair Trade Certified, organic and just sweet enough,” said Goldman, co-founder of Honest Tea, Just Ice Tea, and Eat the Change,
Image Credit: Honest Tea
Just Ice tea was created in partnership with celebrity chef Spike Mendelsohn and offers consumers a varied range of organic Fair Trade Certified teas and sweeteners. Just Ice Tea is set to hit stores shelves by the end of September.
“Just Ice Tea is picking up where Honest Tea left off, but we are tripling down on our commitments to our core values ― Fair Trade Certified, organic and just sweet enough,” said Goldman, co-founder of Honest Tea, Just Ice Tea, and Eat the Change,
Image Credit: Honest Tea
Trend Themes
1. Fair-trade Certified Beverages - The trend of Fair-Trade Certified Beverages highlights an opportunity for companies to innovate and promote transparency and ethical practices in sourcing ingredients. For example, companies can create partnerships with local farmers and emphasize their sustainable practices.
2. Organic Ready-to-drink Teas - The rising trend of organic ready-to-drink teas presents a chance for new and existing companies to meet consumer demand for healthy and convenient alternatives to traditional beverages. Companies can also explore unique flavor profiles and innovative packaging design to stand out in a competitive market.
3. Partnerships Between Celebrity Chefs and Beverage Brands - The trend of partnering with celebrity chefs, allows beverage brands to cater to consumer preferences for culinary expertise and healthy living practices while bringing on board a spokesperson with a loyal following who can speak on behalf of the product and the brand's values
Industry Implications
1. Beverage Manufacturing - The beverage manufacturing industry has an opportunity to innovate with new product lines that promote transparency, ethical practices in sourcing ingredients and environmental sustainability in packaging, while meeting consumer preferences for convenience and healthy alternatives
2. Celebrity Chef Branding Partnerships - The trend of partnering with celebrity chefs can be leveraged across a range of industries including food and beverage, kitchen tools, cookbooks and appliances, creating collaborative branding opportunities for companies to expand their reach and attract a wider audience.
3. Organic Farming - The trend of organic farming is becoming more prevalent due to the increase of consumer demand for fresh and healthy ingredients. The industry can capitalize on this opportunity by partnering with brands, promoting their sustainable initiatives and expanding existing offerings to include ready-to-drink beverages.
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