After years of success as the top-selling organic bottled tea in the U.S., Honest recently made its debut across the pond with three low-calorie choices for the choosiest of bottled tea drinkers: Lemon Flavored Herbal Tea with Honey, Orange and Mango Flavored Herbal Tea and Pomegranate and Blueberry Flavored Herbal Tea.
The Need for a Healthy Bottled Tea
In the late 1990s, Seth Goldman and his Yale School of Management professor, Barry Nalebuff, noticed a gap in the beverage marketplace. They found that most of the tea that went into bottled tea (in the U.S.) was tea dust and fanning, the leftover bits once whole tealeaves had been separated and sold. The result: low-quality tea that wasn’t even brewed. With the rise of consumers embracing healthy lifestyles and organic diets, the tea-loving duo began seeping a plan and a brew that, in 1998, resulted in Honest—pouring straight from Seth’s kitchen in Bethesda, Maryland.
Their passion for social responsibility and mission-driven entrepreneurship helped the company succeed. “What we’re about is connecting people to nature, offering them healthier drinks and having a positive impact on the communities we source our ingredients from,” explained Goldman.
Within 10 years, Honest had become the best-selling tea in the natural foods industry in the U.S. Sales were tallying up to $23 million, but the company needed more investment in order to scale up to the high demand. In 2007, Honest products were available in about 15,000 stores across America. The
Bringing the British a New Kind of Tea
Noting the significance of the market expansion, Goldman said, “This is one of those pinch-me moments. When we started brewing tea in my kitchen, we always hoped we could help shift peoples’ diets toward organic, authentic beverage recipes that taste ‘Just a Tad Sweet.’”
Each of the Honest teas contains brewed organic herbal tea, organic fruit juice concentrates and is sweetened with organic cane sugar.
“Honest taps into the fruit and herbal trends, as well as lifestyle changes we are seeing in the UK,” explained Kelly Cardamone,
In an act of clever marketing,
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
- New KOlab Collaboration Center Immerses Retailers and Restauranteurs in Coke’s Beverage and Digital Innovations
- Coca-Cola Christmas Truck Makes First-Ever Stop on the Arctic Circle to Meet Santa and His Reindeer
- Grading Our Progress Toward a World Without Waste