Firebelly Tea
- Company typePrivate
- Founded2021
- HeadquartersOttawa, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Firebelly Tea firmographics
Firmographics- Name
- Firebelly Tea
- Legal name
- Firebelly Tea
- Website
- https://firebellytea.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Firebelly Tea industry classification
Industry- Product category
- Premium Loose Leaf Tea
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)
- akta.pro primary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
- akta.pro secondary industries
- Tea Blending & Flavoring (AFAFADAG), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Firebelly Tea is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- Canada
- HQ region
- North America
Markets served
Firebelly Tea business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Loose Leaf Tea Sales: Primary revenue stream from selling premium loose leaf teas including black, green, herbal, matcha, and mate varieties. Products sold as individual items and curated bundles at various price points ranging from $18-32 per item.
- Tea Accessories: Sales of proprietary tea accessories including the Stop-Infusion Travel Mug, Tea Strainer, AutoWhisk, Teacup, Matcha Bowl, and Iced Tea Pitcher with Infuser.
- Subscription/Recurring Revenue: 'Subscribe and Save' program offering 15% discount plus free shipping on regular deliveries, providing recurring revenue from wellness-focused customers who establish tea rituals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Tea Products |
| Unit Pricing | Pay-as-you-go | Bundle Products |
| Subscription | Monthly | Subscribe and Save |
| Unit Pricing | Pay-as-you-go | Tea Accessories |
| Other | Pay-as-you-go | Free Sample Promotion |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Firebelly Tea product offering
Product offeringCore offering
Firebelly Tea sells certified organic, premium loose leaf teas (black, green, herbal, matcha, mate) directly to consumers through its own e-commerce storefront. The product line includes individual teas, curated wellness bundles, proprietary tea accessories (Stop-Infusion Travel Mug, Tea Strainer, AutoWhisk, Teacup, Matcha Bowl, Iced Tea Pitcher), and a recurring 'Subscribe and Save' delivery program with 15% discount and free shipping.
Product overview
Firebelly Tea is a premium loose leaf tea company founded by the creator of DAVIDsTEA, David Segal. The product portfolio centers on certified organic, sustainably sourced loose leaf teas and accessories. Core offerings include curated tea bundles (Best Sellers Bundle, Immunity Support Bundle, Sleep Support Bundle) and premium accessories (Stop-Infusion Travel Mug, Tea Strainer, Teacup, Autowhisk). The tea lineup spans black teas (Shades of Earl Grey, The Crowd Pleaser, The Champion), green teas (Makes Good Sencha, Chai Me Up), ceremonial-grade matcha (All Matcha, Yuzu Matcha, Ginger Turmeric Matcha), and herbal teas (A Good Root, After Dinner Mint, Paradise, A Breath of Fresh Air). Accessories include the award-winning Stop-Infusion Travel Mug, Tea Strainer with resting cup, Teacup, Matcha Bowl, Iced Tea Pitcher with Infuser, and the Autowhisk electric mixer. Products are sold individually or as themed bundles (Ultimate Starter Kit, Premium To-Go Kit, Matcha Trio, On the Move Bundle, Black Tea Bundle). All teas are 100% organic with no artificial flavorings, and the company emphasizes sustainability through compostable packaging, climate neutrality, and carbon-neutral shipping.
Differentiator
Problem solved
Functional benefit
Products and services
- Best Sellers Bundle A curated bundle of the top 3 best-selling teas offering a mix of caffeinated and herbal options with antioxidant benefits for energy and sleep support.
- Immunity Support Bundle A wellness-focused bundle containing 3 immunity-boosting teas including A Breath of Fresh Air, A Good Root, and Makes Good Sencha, providing 75-90 servings.
- Sleep Support Bundle A calming bundle of 3 caffeine-free herbal teas (After Dinner Mint, A Breath of Fresh Air, Paradise) crafted to promote relaxation and deep sleep.
- Ultimate Starter Kit A comprehensive starter set including Tea Strainer with resting cup, Teacup, and 3 best-selling teas with 80-95 servings, designed for mess-free loose leaf tea preparation.
- Premium To-Go Kit A travel-ready bundle featuring the Stop-Infusion Travel Mug paired with 3 essential teas for brewing on the go.
- Matcha Trio A collection of 3 ceremonial-grade A1 Japanese matcha varieties (All Matcha, Yuzu Matcha, Ginger Turmeric Matcha) providing 60-75 servings with calm, sustained energy.
- Stop-Infusion Travel Mug An award-winning 16oz (470ml) travel mug with built-in press mechanism that stops infusion instantly, featuring double-wall vacuum insulation keeping drinks hot or cold for 12+ hours.
- Tea Strainer with Resting Cup A stainless steel tea infuser with resting cup designed for mess-free loose leaf tea brewing, featuring laser-perforated mesh and full leaf expansion space.
- Autowhisk A one-press cordless electric whisk that creates a perfect vortex for smooth, clump-free hot or cold drinks including matcha, available as Solo Whisk, Duo Pack, or Matcha Maker Set.
- Iced Tea Pitcher with Infuser A 1000ml (34oz) glass pitcher with built-in infuser for brewing loose leaf iced tea.
- Black Tea Collection Organic loose leaf black teas including Shades of Earl Grey (with real bergamot and lemon myrtle), The Crowd Pleaser (with real Madagascar vanilla and almond), The Champion (classic Indian breakfast tea), and Cinnamon & Spice Cookie.
- Matcha and Green Tea Collection Includes All Matcha (ceremonial-grade A1 Japanese matcha, 30g), Daily Matcha, Yuzu Matcha, Ginger Turmeric Matcha, Matcha Duo, Jasmine Flower Power, Makes Good Sencha, and Chai Me Up organic green teas.
- Herbal Tea Collection Caffeine-free herbal infusions including A Good Root (ginger, turmeric, galangal), After Dinner Mint (with valerian root), Paradise (lemon verbena, chamomile, lavender), A Breath of Fresh Air (peppermint, eucalyptus), Dark Chocolate Shake, Apple Pie, Sweet Hibiscus Rooibos, Some Nice Berries, Pumpkin Spice, and Caribbean Dream.
- No Ordinary Joe Organic roasted chicory, dandelion, and mate herbal infusion providing coffee-like energy without caffeine crashes.
- Subscribe and Save Program Subscription program offering 15% discount plus free shipping on regular tea deliveries; customers can swap, cancel anytime, with 30/60/90-day delivery options.
- Digital Gift Card A digital gift card available in $10 denominations for gifting tea products and accessories.
Companies that use Firebelly Tea
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Firebelly Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Firebelly Tea partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Firebelly Tea competitors and assessment
Company assessmentDirect peers
- DAVIDsTEA: DAVIDsTEA is the Canadian specialty loose-leaf tea retailer founded by the same founder (David Segal) before he started Firebelly. Same product category (loose leaf tea, blends, accessories), same Canadian origin, and overlapping premium DTC positioning make it the most direct comparable.
- Teatime (Tea Drop): Tea Drop is a DTC subscription tea brand selling individually-wrapped loose-leaf teas with a discovery-and-replenish model. Highly comparable to Firebelly on go-to-market (DTC + subscription), customer persona (wellness/lifestyle), and the bundled/curated merchandising approach.
- Adagio Teas: Adagio is a large online specialty loose-leaf tea retailer with a broad catalog of single-origin and blended teas, accessories, and a customizable blend tool. Directly comparable to Firebelly's loose-leaf catalog depth, DTC-first model, and accessory bundling.
- Harney & Sons: Harney & Sons is a multi-generational premium loose-leaf and bagged tea company with a strong DTC and wholesale footprint. Directly comparable to Firebelly on premium loose-leaf positioning, gift-bundle merchandising, and the mix of tea plus accessories (tea ware).
- Republic of Tea: Republic of Tea is a premium specialty tea brand focused on health, wellness, and sustainable sourcing, with a broad blend catalog and direct-to-consumer channels. Overlaps with Firebelly on wellness/health-positioned blends, eco-friendly packaging, and premium DTC pricing.
- Numi Tea: Numi is a premium organic and fair-trade certified tea brand with a strong focus on whole-leaf and wellness blends. Comparable to Firebelly on certified-organic, sustainability-led positioning, broad tea catalog (black, green, herbal, matcha), and presence in DTC plus natural-channel retail.
- The Tea Spot: The Tea Spot is an independent loose-leaf tea brand built around wellness and active-lifestyle use cases, with proprietary accessory stewardship (steepers, mugs). Comparable to Firebelly on wellness-targeted blends plus branded accessories sold DTC.
Emerging players
- Cuzen Matcha: Cuzen Matcha is a modern ceremonial-grade matcha brand that pairs fresh-ground matcha with proprietary hardware (the Cuzen Matcha Maker). Highly comparable to Firebelly's matcha-plus-AutoWhisk/Stop-Infusion Mug hardware innovation, premium positioning, and DTC focus, though narrower in SKU breadth.
Broad incumbents
- Stash Tea: Stash Tea is a long-established US specialty tea company offering a wide range of loose-leaf and bagged teas across conventional retail, grocery, and DTC. Comparable to Firebelly on tea category and premium-leaning blends, but vastly larger scale and broader retail presence.
- Teavana (Starbucks): Teavana is the global premium tea brand owned by Starbucks, selling loose-leaf teas, RTD teas, and accessories through retail and online. Comparable to Firebelly on premium loose-leaf positioning and broad tea catalog (matcha, black, green, herbal), but operates at massive scale and primarily through the Starbucks parent channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Firebelly Tea social profiles
Digital presenceFirebelly Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Firebelly Tea leadership team
Management profileNumber of profiles
Profiles2 records
Firebelly Tea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Firebelly 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 Firebelly Tea
What does Firebelly Tea do?
Firebelly Tea sells certified organic, premium loose leaf teas (black, green, herbal, matcha, mate) directly to consumers through its own e-commerce storefront. The product line includes individual teas, curated wellness bundles, proprietary tea accessories (Stop-Infusion Travel Mug, Tea Strainer, AutoWhisk, Teacup, Matcha Bowl, Iced Tea Pitcher), and a recurring 'Subscribe and Save' delivery program with 15% discount and free shipping.
Is Firebelly Tea a public or private company?
Firebelly Tea is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Firebelly Tea founded?
Firebelly Tea was founded in 2021. It employs 1 to 10 people.
Where is Firebelly Tea based?
Firebelly Tea is headquartered in Ottawa, Canada, in the North America region.
How does Firebelly Tea make money?
Three revenue lines are on record. Loose Leaf Tea Sales are the primary driver. The others are tea Accessories and subscription/Recurring Revenue.
Who are Firebelly Tea's main competitors?
Direct peers on record are DAVIDsTEA, Teatime (Tea Drop), Adagio Teas, Harney & Sons, Republic of Tea, Numi Tea and The Tea Spot. Cuzen Matcha is listed as an emerging player. Broad incumbents are Stash Tea and Teavana (Starbucks).
Does Firebelly Tea have an API?
No public API is recorded for Firebelly Tea.
What industry is Firebelly Tea in?
Firebelly Tea's product category is Premium Loose Leaf Tea. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of AFAFADAG, Tea Blending & Flavoring. Its NAICS code is 311920.