6 days ago
This Entrepreneur Redefines RTD Tea With Juni
Juni focuses on mood-boosting and mental clarity benefits while leveraging the natural energy of green tea. Juni
When Kim Perell sold performance marketing company, Frontline Direct, which she incubated from her kitchen in Hawaii, to technology firm Adconion in 2008 for $235 million, she had always dreamed of making waves in health and wellness. Enter Juni — short for 'just you and I' — a functional sparkling tea brand launched in 2023 with influencers Jay Shetty and Radhi Devlukia.
Perell positions Juni as a disruptor in the ready-to-drink (RTD) tea category, focusing on mood-boosting and mental clarity benefits while leveraging the natural energy of green tea. It was a market gap she spotted long before launching the business.
In the U.S., RTD tea is a booming sector expected to hit $13.14 billion in value by 2025, and climb to $16.88 billion by 2029, with a 4.38% CAGR, according to Statista. Prominent players include HalfDay, RYL, and Honest Tea. Mintel revealed in 2022 how 88.5% of American millennials identified as tea drinkers, with many favoring functional teas that offer benefits like stress relief and immune support.
'We're doing tea differently,' Perell said during a recent interview. 'Juni sets a new standard for what wellness drinks can be. We combine organic ingredients with the power of adaptogens to deliver real benefits.'
Tailored Margin Structure
Initially launched with four grams of sugar, Juni reformulated to zero after consumer feedback, significantly boosting sales velocity. The product R&D, led by Devlukia's expertise in Ayurveda and holistic wellness, emphasizes purposeful ingredients.
'What truly sets us apart is our commitment to pairing powerful functional ingredients like ashwagandha, lion's mane, and reishi mushroom with bold, refreshing flavor,' Perell noted.
Kim Perell had always dreamed of making waves in health and wellness after selling her startup Frontline. Juni
Juni currently offers four core flavors: lemon, raspberry, peach and tropical. While launched with a strong retail focus, now available across more than 5,000 retailers nationwide, including Target, Sprouts Farmers Market, and Costco, the company employs an omnichannel strategy to meet customers wherever they are.
'We've built a growing direct-to-consumer and Amazon business,' Perell added. 'DTC allows us to own the customer relationship, test new products, and create a deeper brand experience. Amazon expands our reach and ensures fast, convenient access for a wider audience.'
However, she noted that Juni's margin structure is tailored to each channel. DTC delivers the highest gross margin thanks to direct access to customer relationships, while retail margins are slimmer due to distributors and trade spend — a key consideration for managing cash flow effectively.
'We take a disciplined, data-driven approach,' she said. 'We closely monitor inventory turns, invest in top-performing SKUs, and negotiate extended payment terms with suppliers where possible. We're also careful with promotional spend ensuring it drives sustained velocity, not just one-time lift.'
Juni's cofounders, Jay Shetty (left) and Radhi Devlukia (right), have a deep expertise in Ayurveda and holistic wellness. Kayla Mendez
Decaf launch
The company's recent foray into the decaffeinated category is also further strengthening Juni's relationship with its target audience of women, according to Perell.
'Our core consumer today is primarily women, and we're leaning into that with intention,' she said. 'She's wellness-minded, busy, and looking for functional products that support her energy, focus, and mood without compromising on taste or ingredients. She wants something clean, purposeful, and easy to integrate into her daily routine.'
Juni's decaf line, available in three different varieties — yuzu pineapple, cherry lime, and strawberry hibiscus — deeply resonates with women looking for thoughtful alternatives to alcohol, 'especially those who want to stay social without sacrificing their wellness goals,' Perell added. This taps into the sober curious trend driving herbal tea growth at a 6% CAGR through 2029, according to Fortune Business Insights.
In five years, Perell aims for Juni to be a household name. With plans for product expansions and a focus on clean, effective beverages, Juni is poised to capitalize on the growing demand for functional and low-calorie beverages in a dynamic market.
