Yogi Tea
Yogi Tea is a privately held US CPG company founded in 1972 that sells packaged herbal and specialty teas across seven functional wellness categories at a standardized $6.99 price point via DTC e-commerce, retail, and a co-branded Disney Collection, serving health-conscious and wellness-oriented consumers.
- Company typePrivate
- Founded1972
- HeadquartersEugene, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Yogi Tea does
Yogi Tea is a privately held consumer packaged goods company founded in 1972 by Yogi Bhajan and headquartered in Eugene, United States, with 101-250 employees. The company produces and sells packaged herbal and specialty teas organized into seven functional wellness categories: Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, and Cleansing. Individual SKUs (e.g., Honey Lavender Stress Relief, Green Tea Kombucha, Tropical Spice) are sold at a standardized $6.99 USD price point, with sub-brands including the Disney Collection (co-branded 'Teas for Dreamers & Believers' line) and Choice Organics.
Yogi Tea generates revenue primarily through one-time unit sales of packaged tea products via a multi-channel go-to-market: direct-to-consumer e-commerce on yogi-life.com (with free shipping over $35), physical retail distribution through a 'Where To Buy' channel, and the Disney co-branded line. The company targets two primary consumer personas: health-conscious consumers seeking functional beverages for stress, energy, immunity, sleep, and digestive benefits, and wellness and tea enthusiasts seeking premium and specialty blends.
The business is differentiated less by technology and more by brand heritage, a broad functional product portfolio, and a stack of third-party sustainability credentials including USDA Organic, Rainforest Alliance, Non-GMO Project, and Good Agricultural Practices certifications, supported by annual sustainability reporting and partnerships such as the BBC StoryWorks 'Common Good' documentary. No technology platform, AI/ML capabilities, subscription model, or disclosed revenue figures are present in the available data. The company is identified as a key industry player in the $3.94-3.95B global herbal tea market, competing alongside Unilever, Tata Consumer Products, Twinings, Celestial Seasonings, Bigelow Tea, Traditional Medicinals, Dilmah Tea, and The Republic of Tea.
Yogi Tea firmographics
Firmographics- Name
- Yogi Tea
- Legal name
- Yogi Tea
- Website
- https://yogiproducts.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Yogi Tea is a privately held US CPG company founded in 1972 that sells packaged herbal and specialty teas across seven functional wellness categories at a standardized $6.99 price point via DTC e-commerce, retail, and a co-branded Disney Collection, serving health-conscious and wellness-oriented consumers.
- Ownership category
- akta.pro rank
Yogi Tea industry classification
Industry- Product category
- Herbal Tea
- NAICS
- Coffee and Tea Manufacturing (311920), Flavoring Syrup and Concentrate Manufacturing (311930)
- SIC
- Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
- akta.pro secondary industry
- Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Yogi Tea is headquartered
LocationHeadquarters
- HQ city
- Eugene
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Yogi Tea business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Tea Product Sales: Yogi Tea generates revenue through the direct sale of packaged tea products to consumers via e-commerce and retail channels. Products are sold at standard retail price points ($6.99 per product), with no subscription model indicated.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual tea products priced at standard retail |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Yogi Tea product offering
Product offeringCore offering
Yogi Tea manufactures and sells packaged herbal and functional tea blends organized across seven wellness categories: Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, and Cleansing. Products are sold at a standard $6.99 USD price point directly through the company's e-commerce site (yogi-life.com) and via retail partners, with sub-brands including the Disney Collection and Choice Organics. The portfolio emphasizes organic, sustainably sourced ingredients certified by Rainforest Alliance, USDA Organic, Non-GMO Project, and Good Agricultural Practices.
Product overview
Yogi Tea is a consumer packaged goods company offering a diverse portfolio of herbal and specialty teas. The product line is organized across seven functional wellness categories: Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, and Cleansing. The portfolio includes individual tea products (e.g., Honey Lavender Stress Relief, Green Tea Kombucha, Tropical Spice) sold at a standard price point of $6.99, sub-brands like Disney Collection (featuring Disney-themed blends) and Choice Organics (organic offerings), plus gift boxes and samplers. The company positions itself around sustainability, wellness, and conscious living, with teas sold primarily as hot tea bag formats.
Differentiator
Problem solved
Functional benefit
Brands
- Disney Collection: Themed tea collection inspired by Disney characters including products like Teas for Dreamers & Believers, Sweet Tangerine Positive Energy, and Bright Peach Positive Energy.
- Choice Organics
Products and services
- Honey Lavender Stress Relief Herbal floral tea with honey and lavender flavors, designed for stress relief and featured on Oprah Daily. Sold at $6.99 USD per box to individual consumers seeking natural relaxation support.
- Sweet Tangerine Positive Energy Black and mate tea with citrusy sweet tangerine flavor, part of the Disney-inspired 'Teas for Dreamers & Believers' collection. Sold at $6.99 USD per box.
- Cherry Berry Herbal fruity tea combining cherry and berry flavors. Sold at $6.99 USD per box to individual consumers.
- Bright Peach Positive Energy Oolong fruity tea with peach flavor, part of the Disney-inspired 'Teas for Dreamers & Believers' collection. Sold at $6.99 USD per box.
- Tropical Spice Rooibos herbal tea with spicy and fruity tropical flavors. Sold at $6.99 USD per box to individual consumers.
- Green Tea Kombucha Green tea with herbaceous, fruity, and sweet kombucha flavors. Sold at $6.99 USD per box.
- Disney Collection Disney-themed tea collection marketed as 'Teas for Dreamers & Believers', featuring products like Sweet Tangerine Positive Energy and Bright Peach Positive Energy. Distributed through both e-commerce and retail channels.
- Choice Organics Organic tea product line sold under the Choice Organics brand within the Yogi Tea portfolio.
- Gift Boxes & Samplers Curated gift box sets and sampler packs designed for trying multiple tea varieties or for gifting purposes.
Companies that use Yogi Tea
Customer profileSegments2 records
Ideal customer profiles2 records
Yogi Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Yogi Tea partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- DisneycoreYogi Tea has a Disney Collection partnership featuring themed tea products including 'Teas for Dreamers & Believers' line. Products like Sweet Tangerine Positive Energy and Bright Peach Positive Energy are branded as 'Inspired by Disney' and sold through both e-commerce and retail channels.
- BBC StoryWorksminorBBC StoryWorks Commercial Production created the 'Common Good' story featuring Yogi Tea, highlighting the company's sustainability and community initiatives.
- Rainforest AlliancecoreYogi Tea is Rainforest Alliance Certified, indicating commitment to sustainable sourcing of tea ingredients and environmental responsibility.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Yogi Tea competitors and assessment
Company assessmentDirect peers
- Tazo: Tazo is a US herbal and specialty tea brand with a focus on bold flavors and functional blends, historically distributed through Starbucks and grocery; it competes head-to-head with Yogi Tea in the herbal/functional tea aisle.
- Stash Tea: Stash Tea is a US family-owned tea company selling a wide range of bagged herbal, black, and green teas through grocery and natural channels, a direct competitor in mainstream and natural retail assortments.
- Celestial Seasonings: Celestial Seasonings (owned by Hain Celestial) is a US-based herbal and specialty tea brand with a comparable portfolio of functional wellness blends distributed in mass and natural channels — a direct competitor in the same category and price tier.
- The Republic of Tea: The Republic of Tea is a US premium specialty tea brand offering curated herbal, green, and functional blends; it is a close peer to Yogi Tea in target consumer, channel mix, and wellness-positioned premium pricing.
- Rishi Tea & Botanicals: Rishi Tea is a US specialty tea and botanical brand with an organic, direct-trade sourcing model and a focus on functional botanical blends, overlapping Yogi Tea on premium herbal and adaptogen-style SKUs.
- Harney & Sons: Harney & Sons is a US premium tea brand offering a broad assortment of black, green, herbal, and wellness blends, with comparable premium positioning, gift-box merchandising, and DTC retail strategy.
- Traditional Medicinals: Traditional Medicinals is a US herbal tea company focused on therapeutic, organic, and functional wellness teas, mirroring Yogi Tea's functional positioning (digestive, sleep, immunity) and organic/non-GMO certification strategy.
- Numi Organic Tea: Numi Organic Tea is a US premium organic tea brand offering herbal, functional, and wellness blends with strong sustainability credentials, closely mirroring Yogi Tea's organic, non-GMO, and fair-trade positioning.
- Bigelow Tea: Bigelow Tea is a US family-owned tea company selling a broad range of black, green, herbal, and specialty teas through grocery and natural channels, directly competing with Yogi Tea in bagged herbal and functional blends.
Broad incumbents
- Twinings: Twinings (part of Associated British Foods) is a global incumbent tea brand with a broad portfolio including herbal and wellness lines; it is a recognized industry peer named in the same market analyses as Yogi Tea.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Yogi Tea social profiles
Digital presenceYogi Tea compliance and trust
Trust signalCompliance4 records
Yogi Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yogi Tea leadership team
Management profileNumber of profiles
Yogi Tea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yogi Tea M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yogi Tea
What does Yogi Tea do?
Yogi Tea manufactures and sells packaged herbal and functional tea blends organized across seven wellness categories: Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, and Cleansing. Products are sold at a standard $6.99 USD price point directly through the company's e-commerce site (yogi-life.com) and via retail partners, with sub-brands including the Disney Collection and Choice Organics. The portfolio emphasizes organic, sustainably sourced ingredients certified by Rainforest Alliance, USDA Organic, Non-GMO Project, and Good Agricultural Practices.
Is Yogi Tea a public or private company?
Yogi Tea is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yogi Tea founded?
Yogi Tea was founded in 1972. It employs 101 to 250 people.
Where is Yogi Tea based?
Yogi Tea is headquartered in Eugene, United States, in the North America region.
How does Yogi Tea make money?
One revenue line is on record: tea Product Sales.
Who are Yogi Tea's main competitors?
Direct peers on record are Tazo, Stash Tea, Celestial Seasonings, The Republic of Tea, Rishi Tea & Botanicals, Harney & Sons, Traditional Medicinals, Numi Organic Tea and Bigelow Tea. Twinings is listed as a broad incumbent.
Does Yogi Tea have an API?
No public API is recorded for Yogi Tea.
What industry is Yogi Tea in?
Yogi Tea's product category is Herbal Tea. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of CRADAGAD, Herbal & Botanical Supplements. Its NAICS code is 311920 and its SIC code is 2833.