Latest news with #Halfday
Forbes
20-05-2025
- Business
- Forbes
How A Gut Health Journey Turned Into A Beverage Brand Revolution
In a crowded beverage market dominated by sugary, traditional options, Halfday is carving a new path with its prebiotic-infused iced teas. I sat down with co-founder Mike Lombardo to hear the story behind the brand's creation and growth, starting from a personal health journey to a successful product on shelves nationwide. In this interview, we dive into Halfday's origin story, its innovative approach to flavor and health, and how the brand is challenging industry norms. Halfday CoFounders Kayvon Jahanbakhsh and Mike Lombardo created a gut-healthy iced tea brand. Dave Knox: Let's start with the origin story. What inspired you to launch Halfday? Mike Lombardo: Halfday started when my co-founder, Kayvon, was diagnosed with ulcerative colitis at 18. As part of improving his microbiome, he began experimenting with prebiotics to boost his gut health. Eventually, he started adding prebiotics to the teas he made daily. One summer, he put it in iced tea, and that was the beginning of it. Knox: When did you realize there was a business opportunity here? Lombardo: What's interesting about our origin is that it started so naturally. Kayvon and I were hanging out when he shared the tea with me. We liked it and thought others might too. We decided to test it at a farmer's market, partly to get some hands-on experience over the summer. As we expanded, we noticed a lack of iced teas that resonated with us as millennials. Looking at the iced tea market, we saw that the leading brands were nearly 50 years old and hadn't seen innovation. We also realized that 95% of Americans aren't getting enough fiber, and over half of sugar consumption in the U.S. comes from beverages. This all led us to see an opportunity. Knox: Over the past few years, prebiotics have exploded in popularity across beverages and supplements. Why did you choose to incorporate them into a beverage? Lombardo: Beverages are a great form factor for prebiotics because they're consumed regularly. Iced tea is a large category worth nearly $8 billion in the U.S., and people typically drink it for refreshment. It's an ideal opportunity to add functionality without compromising the enjoyment. I remember growing up and seeing my mom mix Benefiber into water every night, grimacing as she drank it. I think our product offers a better way to get those fiber benefits — it's delicious and easy to integrate into your routine. Knox: In the early days, how did you find a co-packer and manufacturer to turn your homemade product into something for retail? Lombardo: It was a wild journey. We didn't know much about the industry, so we started Googling things like "bottlers near me." Eventually, we learned about co-packers and pieced together a supply chain. It took us from 2017 until 2021 to truly understand what it takes to scale a product like this. When it came time to launch, we found a co-packer who could fit us into their schedule — just in time for a retailer to pick us up. Knox: What was that first major retail deal, and how did it come about? Lombardo: It's crazy — we actually sold into our first retailer while Kayvon was recovering from surgery in the hospital. He reached out to Giant, a retailer in the Philadelphia area, via LinkedIn, and they liked the concept. Despite not having samples, they asked if we could deliver in six weeks. That's when the scramble began to turn our samples into a product for shelves. Knox: You recently did a rebrand. What led to that decision, and how's it going so far? Lombardo: The rebrand was essential as we expanded from 2,000 to 7,000 doors in six months. We realized we could do a better job of communicating who we are and what makes us different from other sugary iced teas. The rebrand was a year in the making, but we wanted a timeless, premium feel that resonated with our core demographic. It was important for us that the brand didn't feel gimmicky but rather like a staple beverage. Knox: How have you approached flavor innovation, and where do you plan to go next? Lombardo: Early on, we Googled the top-selling iced tea flavors and started with lemon, peach, and green tea with honey and ginseng. We wanted three SKUs to start, as two felt too few, and four would complicate our logistics. As we expanded, we launched new flavors like raspberry and a sweet tea with only five grams of sugar. Our latest launch is a half-and-half iced tea lemonade, also with just five grams of sugar. Knox: How do you decide where to innovate next? Lombardo: The fun part of innovation is that we don't have to stick to traditional flavors. We can experiment. This summer, we're launching a limited-edition flavor exclusively with Whole Foods. It's not your typical iced tea flavor but fits well with summer. Our goal is to create new classics that will define the next generation of iced tea drinkers. Knox: Iced tea has regional and generational variations. How does your marketing approach these differences? Lombardo: Regionality is definitely something we pay attention to. For example, sweet tea is big in the South, so we focus on that in Southern markets. Our brand name, Halfday, resonates with an active lifestyle, and we try to meet consumers where they are. For instance, we recently sent product to the Masters, where half-and-half iced tea is a popular flavor, to tap into the golf crowd. We think strategically about how to activate around specific flavors and locations. Knox: You and Kayvon didn't have industry experience when you started. How has that influenced your approach? Lombardo: Not having industry experience was actually a big advantage. We didn't know how hard it would be, and that gave us the freedom to try things without fear of failure. We were just excited about the brand. We reached out to experienced people, and they were happy to help because we were passionate and open to learning. That openness helped us build a network of supporters and mentors who later became part of our team. Knox: As the team has grown, how has your approach to building the team evolved? Lombardo: It started with just Kayvon and me, but we knew we needed more expertise. As we built relationships, we tapped into people who had the skills we lacked. When the time came to grow our team, those same people were eager to join because they had been part of the journey. We focused on hiring people with more experience than us and made sure they could bring something unique to the table. Knox: How do consumer behaviors impact your innovation and business growth? Lombardo: Flavor has become a bigger priority. Early on, functional benefits mattered most, but consumers now expect great-tasting products that also offer health benefits. People are more willing to accept some sugar if the flavor is right. We also see more awareness around prebiotics and gut health, and we've updated our packaging to highlight that. Meeting consumers where they are has been key to our growth. Knox: What's next for Halfday in the coming years? Lombardo: We're launching a new flavor and expanding into multi-pack formats to meet consumer demand. We're also launching in Big Geyser in New York City, which is exciting because it's a major market for ready-to-drink tea. On the marketing front, we're leaning into our brand name with a campaign focused on taking time off. We're encouraging people to take PTO, and the response has been great — we've had almost 1,000 submissions in the first few days. There's a lot more to come as we continue to grow.
New York Post
22-04-2025
- Business
- New York Post
This generation is most likely to feel guilty about taking paid time off — and they're younger than you might think
People are having vacation remorse. It's a known fact that working Americans rarely use their PTO — however, one generation in particular feels the most guilty when they finally take that long-awaited vacation, according to a new survey. A survey conducted by YouGov on behalf of iced tea brand Halfday revealed that 58% of US millennials do not take a day off without feeling bad about it. Advertisement The 3,767 participants were asked what level of guilt they felt when taking any time off, specifically for pleasure. Those born between 1981 and 1996 responded, saying they were hard on themselves when they took this well-deserved break from work. Millennials feel the most guilty about taking time off from work. Kritdanai – Advertisement However, only 55% of Gen Zers felt self-inflicted guilt. And boomers? They're booking that vacation and not looking back, as less than half of the generation born between 1946 and 1964 felt remorseful about using their PTO days. Mike Lombardo, co-founder of Halfday, tried justifying why millennials feel any sort of shame for taking time off: 'Millennials feel guilty about taking PTO because they entered the workforce in a unique time, when technology really started to boom, and there is this expectation of always being available,' he told Newsweek. He said that even when people finally step away from their desks, many still feel the need to stay tuned in to what's going on at work via their phones. 'In the US, the work-life balance is always tipped on the work side, compared to most other countries, and there is also this dread that when they come back, they're going to have to play a ton of catch-up.' Advertisement Many Americans still have their work laptops open while on vacation. Pattarisara – To add to this theory, a survey by communications firm Movchan Agency showed that 54% of US adults admitted to working while on vacation. According to a 2024 report, 62% of Americans leave many PTO days on the table every year — which has almost doubled within the past four years. That study also divulged that the baby boomers are doing something right, as this generation takes one more week of vacation time compared to both millennials and Gen Zers.
Los Angeles Times
26-02-2025
- Business
- Los Angeles Times
Prebiotic Iced Tea Brand Halfday Unveils Brand Refresh, New Flavors and Expanded Southern California Footprint
Halfday, the 'better-for-you,' gut-healthy iced tea brand made with prebiotics, has unveiled all-new packaging across its entire lineup. Alongside the brand refresh, the company is launching a classic Half & Half flavor, with a limited-edition summer release coming soon. With one of its co-founders having spent significant time in Los Angeles growing the brand, Halfday has become a staple in the region's beverage market. Available in over 1,000 grocery stores across L.A. and Southern California – including Erewhon, Gelson's, Bristol Farms, Whole Foods, Sprouts, Ralphs, Pavilions and more – the brand's commitment to delivering refreshing, gut-healthy iced tea has been resonating with Angelenos. Launching alongside a new brand tagline and campaign titled 'Make a Break for It' – a nod to its maverick spirit – the refresh aims to surprise Halfday's loyal customers while captivating a new generation of iced tea drinkers. Halfday's reimagined branding and packaging are designed to stand out in the competitive beverage market while preserving its playful tone and ethos. The new look and feel, which is currently rolling out online and in retailers across Southern California and nationwide, features an updated version of Halfday's logo in a bold, modernized typeface that underscores the brand's evolution. 'From day one, Halfday has been about delivering more than just iced tea. It's about crafting moments of joy and wellness that feel both authentic and refreshing,' said Halfday co-founder Mike Lombardo. 'This rebrand marks a pivotal moment for us, showcasing how far we've come and the bold and innovative future we're building. We're here to redefine iced tea with gut-healthy benefits and significantly less sugar without ever compromising on taste.' Halfday products contain 6g of prebiotic fiber, which boosts gut health, an essential element inspired by co-founder Kayvon Jahanbakhsh's health journey. 'My personal experience with ulcerative colitis was a motivating factor in creating Halfday, and it continues to shape our mission today,' said Jahanbakhsh. 'Our refreshed design is an exciting way to reintroduce Halfday to the beverage aisle. While our look may have evolved, our commitment to delivering a better-for-you take on a beloved classic remains unwavering. This redesign is just the beginning of our vision for Halfday as we grow into the future.' As part of its rebrand, Halfday will introduce its signature GOODDAY Prebiotic Blend in every can (a blend of cassava root fiber, fructan fiber and organic agave inulin) to include more prebiotic sources. 'The decision to introduce our new Prebiotic Blend is in direct response to consumer feedback. By slightly reducing the fiber, we're making Halfday easier to enjoy multiple times a day without compromising quality or taste,' said Lombardo. 'It's all about creating a better-for-you beverage that fits seamlessly into daily routines.'
Yahoo
13-02-2025
- Business
- Yahoo
United Natural Foods Celebrates Retailers at 2025 Spring and Summer Selling Show
Five retailers from the East region were honored in second annual UNFI Circle of Excellence Awards PROVIDENCE, R.I., February 13, 2025--(BUSINESS WIRE)--During its second Spring and Summer Selling Show of 2025 in Orlando, Florida, United Natural Foods, Inc. (NYSE: UNFI) (the "Company" or "UNFI"), recognized five high-performing retailers of various sizes that are driving growth, innovation, and community impact across the grocery retail industry. In a live ceremony on Tuesday evening, UNFI's second annual Customer Circle of Excellence Awards honored the following retailers in the East region: Local Independent Performance Award – AML Foods Local Independent Impact Award – Healthy Living Markets Regional/National Chain Performance Award – America's Food Basket Regional National Chain Impact Award – The Fresh Market National Chain Performance Award – DoorDash "With thousands of retail banners and countless outstanding achievements across our diverse network, it's nearly impossible to choose just five winners for our annual Customer Circle of Excellence Awards," said Mark Bushway, President of Natural, Organic, Specialty & Fresh Products and UNFI Chief Supply Chain Officer. "These retailers, each with unique value propositions, are driving growth, innovation, and impact in ways that inspire our industry to be better every day. We look forward to recognizing more of our valued customers and suppliers during our Holiday and Winter Selling Shows later this year." UNFI's Spring and Summer Selling Show in Orlando brought together more than 4,500 attendees, connecting 2,300 retailers with nearly 900 supplier brands over two days. Exhibitors showcased thousands of unique items, including 50 new-to-market products, spanning the natural, organic, fresh, specialty, and conventional grocery categories. During the show, UNFI leaders also highlighted innovative capabilities the Company is building to help retailers effectively differentiate and compete in an increasingly dynamic market. For example, as preference toward private label brands continues to grow with 95% of Americans using them today, the UNFI Brands+ team discussed top strategies to help retailers drive increased traffic, loyalty, and sales. Best practices included maximizing private brand assortment, expanding premium private brand offerings, and amplifying in-store marketing. In UNFI's latest Pitch Slam competition, emerging suppliers in the Company's UpNext program once again showcased their innovative new products to a live audience of their peers and retail buyers. "Halfday Prebiotic Iced Tea is ushering in a new era of iced tea with low sugar, gut-healthy, and functional benefits while keeping the classic iced tea taste you know and love," said Luke Ledyard, Vice President of Sales and Distribution for Halfday, winner of UNFI's 2025 Orlando Pitch Slam. "UNFI's UpNext program has provided incredible value as we work to scale our business and introduce more consumers to the benefits of Halfday." At its Winter and Holiday Selling Shows in July, UNFI will host Customer Circle of Excellence Awards for retailers representing the West and Central regions, along with the National Supplier Circle of Excellence Awards. To read about the winners of UNFI's Customer Circle of Excellence Awards and see highlights from the show, visit About UNFI UNFI is North America's premier grocery wholesaler delivering the widest variety of fresh, branded, and owned brand products to more than 30,000 locations throughout North America, including natural product superstores, independent retailers, conventional supermarket chains, ecommerce providers, and food service customers. UNFI also provides a broad range of value-added services and segmented marketing expertise, including proprietary technology, data, market insights, and shelf management to help customers and suppliers build their businesses and brands. As the largest full-service grocery partner in North America, UNFI is committed to building a food system that is better for all and is uniquely positioned to deliver great food, more choices, and fresh thinking to customers. To learn more about how UNFI is delivering value for its stakeholders, visit View source version on Contacts For Media: Kristen For UNFI Investors: Kristyn -or-Steve Sign in to access your portfolio
