Latest news with #JustIceTea
Forbes
5 days ago
- Business
- Forbes
How Just Ice Tea Is Brewing A More Just And Joyful Future
Most bottled teas are loaded with sugar or artificial sweeteners, wrapped in glossy promises that don't always hold up to scrutiny. Just Ice Tea is changing that: not with hype, but with heart. The latest venture from Honest Tea co-founder and activist entrepreneur Seth Goldman and celebrity chef Spike Mendelsohn is more than a beverage brand. It's a return to roots: clean, organic ingredients, ethical sourcing, and a commitment to equity from farm to bottle. Since its launch in 2022, Just Ice Tea has grown from a passionate idea to a national movement, now available in more than 12,000 stores, including Target, CVS, Walmart, Wegmans, and 7-Eleven. But as with all meaningful businesses, the story of Just Ice Tea didn't begin in a boardroom. It began with a burger. From a Vegan Burger to a Shared Vision The first spark of collaboration came on a food policy panel at George Washington University. Mendelsohn, a chef deeply engaged in policy and sustainability, was speaking about the growing influence of chefs on food systems. Goldman, the longtime entrepreneur behind Honest Tea and board chair at Beyond Meat, was there to share his own mission-driven journey. At some point during the panel, Goldman slipped a few Beyond Meat burgers — and some bottles of Honest Tea — under Mendelsohn's chair. 'I kind of laughed off the vegan burger,' Mendelsohn recalled. 'But I took it home to my wife, who's vegan. We grilled them, and she was thrilled.' That small gesture led to deeper conversations — and eventually, to collaboration. Mendelsohn joined Goldman and Beyond Meat founder Ethan Brown to develop plant-based recipes and helped launch PLNT Burger, a fast-casual concept that now operates in Whole Foods and brick-and-mortar locations. 'We got to know each other better, and I think Seth saw an opportunity to jump back into entrepreneurship in a different way,' Mendelsohn said. The End of Honest Tea, and a New Beginning In 2022, Coca-Cola made the decision to discontinue Honest Tea — a brand Goldman had nurtured for over two decades. Rather than walk away from the mission, he saw an opportunity to bring the core proposition back to life to serve the many fans who loved the brand. Together with Mendelsohn and co-founder Barry Nalebuff, Goldman launched Just Ice Tea under the Eat the Change platform, an initiative focused on climate-friendly foods and ethical sourcing. This time, there were no corporate owners — just a small team with deep experience and a bold purpose. 'We had just wrapped up some snack product launches and were exploring other ideas,' said Goldman. 'But when tea came back into the picture, it made perfect sense.' Rooted in Culinary Integrity Mendelsohn took the lead on formulation. 'I handle mostly all of the innovation with Seth,' he said. 'We make sure our sourcing makes sense. We have quite a global sourcing story, more than people realize.' Bringing a chef's lens to beverage development meant balancing flavors with precision and intention. One early challenge? Creating sweetness without cane sugar. 'That became kind of a 'Top Chef' challenge,' Mendelsohn said. 'We went with agave — it has a longer finish and lets us use fewer calories for the same sweetness.' With a focus on organic ingredients, Fair Trade practices, and minimal processing, Just Ice Tea is carving out a space that feels refreshing — literally and ethically — in a crowded beverage market. 'At a time when beverages are full of gimmicky ingredients and alternative sweeteners, we're proud to offer something simple, flavorful, and honest,' Goldman shared. A Human Connection to the Land Early in the journey, Goldman invited Mendelsohn to visit Cha de Magoma, the largest organic tea garden in the world, located in Mozambique. The trip wasn't just symbolic — it was a powerful reminder of who and what this business is really about. 'It was one of the best trips of my life,' Mendelsohn said. 'To see this garden, which had been dormant for 30 years, brought back to life by local entrepreneurs — it was humbling.' More than 700 families live and work on the land, and through Fair Trade funding, they collectively decide how to invest in their communities. 'I was expecting bicycles or shoes,' Mendelsohn recalled. 'But what they needed was health care — an ambulance, clean water, basic dignity.' The experience inspired the team to go further. Today, Just Ice Tea is working with a local Rotary Club to help fund a diagnostic health clinic for the region. 'There's no government health care within two hours,' Goldman said. 'The need is urgent, and we want to help meet it.' Among the most memorable moments from the trip? A spontaneous dance party. 'We were taking a selfie, and a song came on my phone,' Mendelsohn laughed. 'Suddenly everyone started dancing. You saw the smiles, the joy. That moment — that's the essence of the garden.' More Than a Label The commitment to transparency runs deep. 'What you see on the label is in the bottle,' Mendelsohn said. 'We're not hiding behind zero-calorie claims or artificial ingredients. Just real tea, real sweeteners, and real impact.' For both founders, the brand's growth is a reflection of consumer trust and a hunger for better choices. 'We've been fortunate to work with some of the same supply chain partners we knew from Honest Tea,' Goldman said. 'They were happy to have us back. They'd invested in Fair Trade, and we're proud to continue supporting that.' Lessons From the Field For purpose-driven founders hoping to follow a similar path, the advice is refreshingly honest. 'Margin,' said Mendelsohn. 'You don't have a business unless it's sustainable. All this great impact work depends on the business working first.' He also emphasized focus. 'Don't try to do too much. For us, it's organic, Fair Trade, less sweet — and that's enough.' Goldman added: 'Find a partner. One plus one can make three or four. This work is hard — and having someone who can inspire or commiserate with you makes all the difference.' Their third partner, Barry Nalebuff, also plays a key role — advising from the board and contributing to the long-term vision. 'When you bring people together with different talents and values, the whole becomes greater than the sum of its parts,' said Goldman. Staying True While Scaling Up As Just Ice Tea continues to expand across the country, Goldman and Mendelsohn remain focused on what matters most: making high-quality products with integrity and investing in the communities that help bring them to life. Growth isn't the end goal — it's a byproduct of staying consistent with their values, listening to their partners, and delivering something people genuinely want. There's no blueprint for building a purpose-led business in a competitive industry. But by leaning into what they know — great ingredients, strong partnerships, and a clear mission — they're showing what's possible when you commit to doing things the right way, from the ground up. One sip at a time.
Yahoo
02-06-2025
- Business
- Yahoo
LA Libations founders back Just Ice Tea through new fund
The founders of US soft-drinks incubator LA Libations have invested in US firm Just Ice Tea through their new fund Taste Tomorrow Ventures. LA Libations founders Danny Stepper and Dino Sarti have teamed up with former PepsiCo, Sodastream and Disney executive Scott Guthrie to launch Taste Tomorrow Ventures (TTV), which has so far attracted $30m for its first fund. TTV's first investment is a "strategic equity partnership" with Just Ice Tea, a US-based iced tea brand, the fund said in a statement. Just Ice Tea was founded by Seth Goldman, the founder of Honest Tea, which was sold to The Coca-Cola Company in 2011. Coca-Cola discontinued the production of Honest Tea three years ago. Goldman has established Just Ice Tea at US retailers including Whole Foods Market, Target and CVS Health. Stepper said: 'We couldn't be more excited to partner with Seth Goldman and Just Ice Tea as our first investment. It's a brand that embodies the purpose, innovation, and momentum we want to partner with." TTV's fund has secured the backing of investors including aluminium giant Ball Corporation and US consultancy Advantage Solutions. The fund will focus on investing in early-stage and Series A companies, particularly those offering functional beverages and better-for-you snacks. Guthrie said: 'The next generation of consumers is looking for authenticity, transparency and better lifestyle choices and our first investment in Just Ice Tea perfectly illustrates that.' In April, US-based iced-tea firm The Ryl Company raised $15m in its Series B round, bringing the total amount it has raised to date to $30m. It also announced plans to expand into new markets with its Ryl Tea brand. 'We are still evaluating potential avenues,' the company said. 'However, it's all focused on better-for-you-focused markets, Canada being a strong option in the short term.' Across the Atlantic, UK iced-tea brand Harry Brompton's received a £2m ($2.7m) investment from the Leeds-based private investor Traditum in April. Owned by London-based Tudor Drinks, the brand will use the funds to make ground in convenience and wholesale segments and increase marketing activity, Harry Brompton's founder Ian O'Donohue told Just Drinks. "LA Libations founders back Just Ice Tea through new fund" was originally created and published by Just Drinks, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Sign in to access your portfolio
Yahoo
29-05-2025
- Business
- Yahoo
Taste Tomorrow Ventures Launches $30M Fund with First Investment in Just Ice Tea
Backing the next generation of beverage, food and snack brands LOS ANGELES, May 29, 2025--(BUSINESS WIRE)--Taste Tomorrow Ventures (TTV), a new venture capital firm focused on early-stage investments in the beverage, food, and snack industries, proudly announces the first close of its $30 million debut fund, TTV Fund I. The fund is backed by a strong lineup of strategic investors, including Ball Corporation, and Advantage Solutions. TTV was established by LA Libations founders Danny Stepper, Dino Sarti, and partner Scott Guthrie, who collectively bring over eight decades of experience building, scaling and investing in high-growth consumer brands. TTV Fund I will invest in early-stage and Series A companies that are redefining consumer experiences—from functional beverages to better-for-you snacks. In addition to capital, TTV provides hands-on operational support and deep industry connectivity across retail, supply chain, and strategic partnerships. The fund's first investment is a strategic equity partnership with Just Ice Tea, one of the fastest-growing iced tea brands in the U.S. This move reflects TTV's focus to back mission-driven companies with strong consumer traction and great leadership. "We couldn't be more excited to partner with Seth Goldman and Just Ice Tea as our first investment—it's a brand that embodies the purpose, innovation, and momentum we want to partner with," said Danny Stepper, Co-Founder. "We're proud to launch with the support of such an influential group of strategic investors," added Dino Sarti, Co-Founder. "Their belief in our vision strengthens our ability to support transformative brands and Founders." "The next generation of consumers is looking for authenticity, transparency, and better lifestyle choices, and our first investment in Just Ice Tea perfectly illustrates that," said Scott Guthrie, Managing Director. Final close for TTV Fund I is expected in late summer 2025. View source version on Contacts For more information contact Scott Guthrie at scott@ or visit: Error in retrieving data Sign in to access your portfolio Error in retrieving data
Business Wire
29-05-2025
- Business
- Business Wire
Taste Tomorrow Ventures Launches $30M Fund with First Investment in Just Ice Tea
LOS ANGELES--(BUSINESS WIRE)-- Taste Tomorrow Ventures (TTV), a new venture capital firm focused on early-stage investments in the beverage, food, and snack industries, proudly announces the first close of its $30 million debut fund, TTV Fund I. The fund is backed by a strong lineup of strategic investors, including Ball Corporation, and Advantage Solutions. TTV was established by LA Libations founders Danny Stepper, Dino Sarti, and partner Scott Guthrie, who collectively bring over eight decades of experience building, scaling and investing in high-growth consumer brands. TTV Fund I will invest in early-stage and Series A companies that are redefining consumer experiences—from functional beverages to better-for-you snacks. In addition to capital, TTV provides hands-on operational support and deep industry connectivity across retail, supply chain, and strategic partnerships. The fund's first investment is a strategic equity partnership with Just Ice Tea, one of the fastest-growing iced tea brands in the U.S. This move reflects TTV's focus to back mission-driven companies with strong consumer traction and great leadership. 'We couldn't be more excited to partner with Seth Goldman and Just Ice Tea as our first investment—it's a brand that embodies the purpose, innovation, and momentum we want to partner with,' said Danny Stepper, Co-Founder. 'We're proud to launch with the support of such an influential group of strategic investors,' added Dino Sarti, Co-Founder. 'Their belief in our vision strengthens our ability to support transformative brands and Founders.' 'The next generation of consumers is looking for authenticity, transparency, and better lifestyle choices, and our first investment in Just Ice Tea perfectly illustrates that,' said Scott Guthrie, Managing Director. Final close for TTV Fund I is expected in late summer 2025.
Miami Herald
07-05-2025
- Business
- Miami Herald
Coca-Cola created its own rival in popular drink space
Business Coca-Cola created its own rival in popular drink space In many industries, rivals face neck-and-neck competition with one another. But there's a special edge to those vying for customer attention in the beverage space. Much like food, beverage requires an elegant balancing act: make something new, but also familiar. Make it eye-catching, but not too much so. Make it healthy, but not so much that it's unpleasant to drink. Don't miss the move: SIGN UP for TheStreet's FREE Daily newsletter Starbucks is quite good at this game, drumming up a $94 billion market cap that some might say was built on the back of the mighty Pumpkin Spice Latte. But of course, there's a king among all the others, and it's Coca-Cola. Originally founded in 1886 in Atlanta, Dr. John Pemberton served the world's first Coca‑Cola at Jacobs' Pharmacy, and a legend was born. Today, 1.9 billion people drink a Coke product each day all around the world. A visit to the Coca-Cola Museum (located in Atlanta, naturally) will show you just how rich the history of the brand is - not to mention how many drinks it's created. One of the museum's most fun features is a room at the end where you can try Coca-Cola products from different countries. While not all of them have the zing of a freshly opened Coke, it's fascinating to see what a powerful impact Coke and its products have had across the world. But no huge business is immune from making mistakes. And a move Coke made in 2022 may have accidentally launched a rival. Seth Goldman, Co-Founder of Honest Tea, before the product was rebranded as Just Ice Tea. Image source: Ottesen/Washington Post via Getty Images The remarkable story of Just Ice Tea Those of us who grew up in the South and cannot bear a summer day without a cup of iced tea may have been fans of Honest Tea, as it was originally called when it was launched in 1998 by then-Yale student Seth Goldman and Barry Nalebuff, his professor. More Restaurants The idea was to create an organic tea that was not cloyingly sweet, and Goldman and Nalebuff succeeded. So much so, in fact, that the company caught the eye of Coca-Cola, which first bought 40% of Honest Tea in 2008 for $43 million, then purchased the company outright in 2011. In 2022, however, Goldman was taken aback when Coke decided to discontinue Honest Tea. In an interview with New Hope, and despite what was surely a great disappointment, Goldman said at the time that he had no regrets. "We built Honest Tea with intention, and so the intention is still there," he also said. "As long as Coke was producing it, it was still manifesting itself out in the world. Once that stopped, we need to make sure that it continues to do so." Clearly Goldman's intention was a powerful one. The company rebranded the product, becoming Just Ice Tea instead. And now, three years after Coke discontinued the product, it's become the ninth best-selling tea in the U.S. grocery channel - actually beating Coke's Peace Tea brand, per NIQ data. "This shows we were right to believe in [this], and I think the folks at Coca-Cola just missed the opportunity and weren't able to capitalize on it the right way," Goldman said in an interview with Fooddive. Just Ice Tea sales came in at $16 million in 2023, which was its first full year on the market. For 2025, the news is even better: the company is forecast to top $30 million this year. Also, new partnerships have been struck to put the brand in Target, CVS, and selected Walmarts, significantly broadening its reach while making those of us who love a lightly sweet tea very, very happy. Related: McDonald's launches a bold new restaurant concept The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc. This story was originally published May 7, 2025 at 2:33 PM.
