BETHESDA, MD. — Eat the Change has officially launched Just Ice Tea, a new line of ready-to-drink organic tea beverages available in six flavors.
Created in 2020 by Honest Tea co-founder Seth Goldman and celebrity chef Spike Mendelsohn, Eat the Change initially was founded as a plant-based organic snack maker.
Now, the company has expanded its product line of carrot chews and mushroom jerky to include bottled teas after The Coca-Cola Co., Atlanta, announced it would be phasing out Honest Tea.
“Just Ice Tea is picking up where Honest Tea left off, but we are tripling down on our commitments to our core values — fair trade certified, organic and just sweet enough,” Mr. Goldman said. “We are thrilled to have the opportunity to once again serve, and hopefully expand, the community of tea growers and retailers we assembled who were abandoned by the discontinuation of Honest Tea.”
Eat the Change first announced it would be entering the bottled tea market in May 2022, with Barry Nalebuff, the other co-founder of Honest Tea, joining the company’s board.
The announcement came just weeks after Coca-Cola publicized its plans for the tea brand, and within three months Eat the Change raised $14.5 million to set up and scale production for Just Ice Tea.
“We didn’t want to leave our loyal customers high and dry, either,” Mr. Nalebuff said. “We think act two will be even better.”
Just Ice Tea products will hit shelves this month, coming in flavors like berry hibiscus herbal tea; honey green tea; Moroccan mint tea; original green tea; peach oolong tea; and half-tea half-lemonade.Sprouts Farmers Market will be the first retailer to carry the brand nationally, but products also will launch in stores such as Whole Foods Markets, Hy-Vee, Town & Country, Giant Foods and others.