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Honest Tea

honesttea.com

Founded Year

1998

Stage

Acquired | Acquired

Total Raised

$55M

About Honest Tea

Honest Tea is engaged in the organic Ready To Drink tea category in North America. A commitment to social responsibility is central to Honest Tea's identity and purpose. The company strives for authenticity, integrity and purity, in their products and in the way they do business. In addition to creating a healthy alternative beverage with a lot less sugar than most bottled drinks, Honest Tea seeks to create honest relationships with their employees, suppliers, customers and with the communities in which they do business.Per the company, Honest Tea is the nation's top-selling organic bottled tea company with a mission to make great-tasting, truly healthy organic beverages sweetened with less sugar and fewer calories than most bottled beverages. Honest Tea's product lines include: Honest Tea ready-to-drink bottled teas in glass and PET #1 bottles, Honest Ade organic thirst quenchers and Honest Kids drink pouches. In the past year the company launched Honest Mate, bottled yerba mate drinks, and Honest Kombucha, a line of fermented tea drinks. All varieties are USDA-certified organic and most teas are Fair Trade Certified„. Since Honest Tea was founded in Bethesda, Maryland in 1998, the company has sustained an annual compound growth rate of more than 60%. Honest Tea has been continuously recognized for its impressive growth and mission-driven business practices. In addition to being named one of The Better World Shopping Guide's "Ten Best Companies on the Planet based on their overall social and environmental record," Honest Tea recently received Greenopia.com's coveted 4-Leaf Rating as "the greenest beverage company."

Headquarters Location

4827 Bethesda Avenue

Bethesda, Maryland, 20814,

United States

301-652-3556

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Expert Collections containing Honest Tea

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Honest Tea is included in 1 Expert Collection, including Wellness Tech.

W

Wellness Tech

1,364 items

We define wellness tech as companies developing technology to help consumers improve their physical, mental, and social well-being. Companies in this collection play across a wide range of categories, including food and beverage, fitness, personal care, and corporate wellness.

Latest Honest Tea News

Case Study: How Seth Goldman Built Just Ice Tea in 3 Months

Nov 8, 2022

The Food Institute News Envelope Icon Twitter Icon News, Data and Trends Since 1928 Case Study: How Seth Goldman Built Just Ice Tea in 3 Months When the Coca-Cola Co. announced it was discontinuing Honest Tea, co-founder Seth Goldman jumped into action. In a recent episode of The Food Institute Podcast , Goldman discussed his decision to launch Just Ice Tea and how he was able to anticipate and fill a chasm in the beverage market before it even occurred. Goldman co-founded Honest Tea in 1998 and was with the company through its sale to Coca-Cola in 2011, as it became the top selling organic bottled tea. After stepping away from Honest Tea in 2019, Goldman had no intention of getting back into the beverage business – but that quickly changed when he heard Coca-Cola was exiting the category he helped create. Jumping into action Coca-Cola announced its decision to discontinue Honest Tea on May 23, 2022. “By June 6th, basically two weeks later, we said, well, we’re going to go launch our own brand of organic bottled tea,” Goldman explained. In the three months that followed, Goldman and his team established a brand name, lined up a supply chain in terms of sourcing and selling, and got their new product organic, kosher, and fair-trade certified. After all that hustle, “on September 6th, we sold our first bottle of Just Ice Tea at a PLNT Burger in New York City,” Goldman said. In fact, Just Ice Tea debuted before Honest Tea was even off the shelves. “The Honest Tea consumer was thirsty and would be very disappointed if they weren’t able to buy it,” Goldman explained. “We wanted to make sure there would be no let up in the shelf space, that there wouldn’t be a void.” An honest opportunity The decision to discontinue Honest Tea didn’t make sense to Goldman, who had spent 20 years successfully creating a market for low-sugar, organic and fair-trade drinks. “Coke had their business reasons for stepping away, but it wasn’t because the category was declining, or the consumers stopped buying it, or that Honest Tea stopped being the top-selling brand of organic bottled tea,” Goldman said. “It certainly doesn’t make sense, as an entrepreneur, to not take that opportunity when we have so much familiarity with it.” That familiarity with the product and the market is precisely what enabled Goldman and his team to launch Just Ice Tea at an unprecedented pace. “We had the muscle memory,” he said. “It was a great example of what you get with a high-performing team, with having invested in the right relationships, and enough experience to really be decisive.” Invaluable experience When it came to choosing flavors for Just Ice Tea, for instance, the team immediately knew what to do. “We basically went with the top sellers that were part of Honest Tea’s line,” Goldman explained. “We didn’t have to go look at market data, we just knew because we had been selling Honest Tea for 20 years,” he said. Currently, Just Ice Tea is available nationally in Sprouts and will be rolling out to a number of other grocers including Giant Food and Whole Foods later this month. This rollout is an undeniable feat for a product that didn’t exist six months ago, but according to Goldman, this is just the beginning. “There will certainly be several thousand retailers that will have the product on their shelves before the end of the year,” he said. “It’s an exciting moment… a unique transitional moment, where you may find Honest Tea and Just Ice Tea on the shelf.” Share this article Like this? Subscribe to The Food Institute Newsletters to enjoy more quality content like this delivered to your inbox.

Sep 21, 2022
Just Ice Tea

Honest Tea Frequently Asked Questions (FAQ)

  • When was Honest Tea founded?

    Honest Tea was founded in 1998.

  • Where is Honest Tea's headquarters?

    Honest Tea's headquarters is located at 4827 Bethesda Avenue, Bethesda.

  • What is Honest Tea's latest funding round?

    Honest Tea's latest funding round is Acquired.

  • How much did Honest Tea raise?

    Honest Tea raised a total of $55M.

  • Who are the investors of Honest Tea?

    Investors of Honest Tea include The Coca-Cola Company, Inventages Venture Capital, Stonyfield, Dillon Joyce and Atlantic Capital Group.

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