Yogi Tea

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.

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

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

• Herbal tea blends
• Functional wellness tea
• Organic tea products
• Specialty beverages
• Packaged tea

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• DisneycoreStrategic or Co-development PartnerYogi 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 StoryWorksminorGTM or Marketing PartnerBBC StoryWorks Commercial Production created the 'Common Good' story featuring Yogi Tea, highlighting the company's sustainability and community initiatives.
• Rainforest AlliancecoreStrategic or Co-development PartnerYogi 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

Direct 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

• YouTubeyoutube.com/c/YogiTeaEurope
• Facebookfacebook.com/yogiproducts
• Instagraminstagram.com/yogitea
• Pinterestpinterest.com/yogiproducts
• TikToktiktok.com/@yogitea
• Xx.com/yogiproducts

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yogi Tea