Yogi Tea
- Company typePrivate
- Founded1987
- HeadquartersHamburg, Germany
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Yogi Tea firmographics
Firmographics- Name
- Yogi Tea
- Legal name
- Yogi Tea
- Website
- https://yogitea.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Yogi Tea industry classification
Industry- Product category
- Herbal and Functional Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- akta.pro primary industry
- Tea Blending & Flavoring (AFAFADAG)
- akta.pro secondary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
Keywords
Where Yogi Tea is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
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
Revenue model
- Consumer Packaged Goods - Tea Products: Yogi Tea generates revenue through the sale of packaged tea products across multiple categories including herbal, black, green, oolong, and rooibos teas. Products are sold directly through the company's e-commerce platform and through retail distribution channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual tea products |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Yogi Tea product offering
Product offeringCore offering
Yogi Tea is a consumer packaged goods company that manufactures and sells packaged herbal, black, green, oolong, and rooibos tea blends inspired by Ayurvedic traditions. The company offers 100+ blends across seven functional categories (Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, Cleansing), sold primarily through its own e-commerce platform at $6.99 USD per unit and through retail distribution partners.
Product overview
Yogi Tea is a wellness-focused tea company offering a diverse portfolio of herbal and traditional teas organized across multiple product categories including Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, and Cleansing lines. The core product lineup features individual tea blends such as Honey Lavender Stress Relief, Sweet Tangerine Positive Energy, Cherry Berry, Bright Peach Positive Energy, Tropical Spice, and Green Tea Kombucha, all priced at $6.99 USD. The company operates sub-brands including the Disney Collection featuring Disney-inspired packaging and the Choice Organics organic line, alongside gift boxes and samplers for multi-flavor discovery.
Differentiator
Problem solved
Functional benefit
Brands
- Disney Collection: Tea collection inspired by Disney characters and stories
- Choice Organics
- Gift Boxes & Samplers
- Last Chance
Products and services
- Honey Lavender Stress Relief Herbal tea blend with floral notes positioned for stress relief and relaxation, for health-conscious individual consumers.
- Sweet Tangerine Positive Energy Black and Mate tea blend with citrusy sweet flavor, Disney-inspired branding, designed to provide positive energy for individual consumers.
- Cherry Berry Herbal fruity tea blend featuring cherry and berry flavors, for individual consumers seeking flavorful wellness tea.
- Bright Peach Positive Energy Oolong tea with fruity peach notes, Disney-inspired branding, marketed for positive energy for individual consumers.
- Tropical Spice Rooibos herbal tea with spicy and fruity tropical flavor profile, for individual consumers.
- Green Tea Kombucha Green tea blend with herbaceous, fruity, and sweet notes inspired by kombucha, for individual consumers.
- Disney Collection Special tea collection featuring Disney-inspired branding and packaging, including products like Sweet Tangerine Positive Energy and Bright Peach Positive Energy, targeted at family-oriented consumers and Disney fans.
- Choice Organics Organic tea product line within the Yogi Tea portfolio, marketed as a distinct sub-brand for sustainability-focused consumers.
- Gift Boxes & Samplers Curated gift sets and sampler packs for experiencing multiple tea varieties, targeted at gift purchasers and new customers exploring the product range.
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
Feature1 record
Yogi Tea partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DisneycoreYogi Tea has a Disney Collection partnership featuring tea products inspired by Disney characters. Products include 'Sweet Tangerine Positive Energy' and 'Bright Peach Positive Energy' marketed as Disney-inspired items. This licensing partnership allows Yogi Tea to leverage Disney's brand recognition to appeal to family-oriented consumers and fans of Disney properties.
Scale indicators1 record
Yogi Tea competitors and assessment
Company assessmentDirect peers
- Bigelow Tea: Family-owned US tea company with extensive herbal, green, and black tea ranges plus a constant-comment-style specialty line. Direct competitor on grocery shelves and through similar pricing tiers.
- Harney & Sons: Premium specialty tea company with broad herbal, black, green, and oolong assortments and a strong gift box business. Competes with Yogi Tea in premium tea, gifting, and DTC channels.
- Numi Organic Tea: Premium organic and non-GMO specialty tea brand with a strong wellness and functional positioning. Closely matches Yogi Tea on certifications, target consumer, and DTC-plus-natural-channel distribution model.
- Celestial Seasonings: Iconic US herbal tea brand owned by Hain Celestial, with broad functional tea lines and similar mass-market grocery distribution. Competes directly with Yogi Tea on the same retail shelves across wellness, sleep, and digestive categories.
- Traditional Medicinals: Leading US herbal wellness tea brand with a comparable portfolio of functional teas (digestive, relaxation, immunity, women's health). Closely aligned with Yogi Tea in Ayurvedic-inspired positioning, organic certification, and natural food channel distribution.
- Republic of Tea: Premium specialty tea brand offering a wide range of functional and wellness blends, plus gift sets and samplers. Highly comparable go-to-market with Yogi Tea's premium positioning, gift box strategy, and direct-to-consumer emphasis.
Broad incumbents
- Tazo (Starbucks): Specialty tea brand owned by Starbucks with broad functional and wellness positioning. Operates at much larger scale via Starbucks foodservice and grocery channels, directly competing with Yogi Tea in the same wellness tea category.
- Twinings: Global heritage tea brand with broad herbal, wellness, and black tea ranges. Competes with Yogi Tea across grocery and foodservice channels with a much wider geographic footprint and category breadth.
Emerging players
- Yogi Bar / Ayurvedic food peers (e.g., Organic India): Organic India and similar Ayurvedic-rooted brands share Yogi Tea's herbal/Ayurvedic heritage narrative and target the same health-conscious consumer, with growing tea and wellness product portfolios that overlap with Yogi Tea's positioning.
- Choice Organics (Yogi sub-brand competitor set: Stash Tea): Stash Tea is a comparable premium specialty tea brand with a strong organic and herbal range, similar pricing tier, and overlap in grocery and natural channel distribution with Yogi Tea and its Choice Organics sub-brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 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 is a consumer packaged goods company that manufactures and sells packaged herbal, black, green, oolong, and rooibos tea blends inspired by Ayurvedic traditions. The company offers 100+ blends across seven functional categories (Energizing, Immunity, Restful, Relaxing, Digestive, Wellbeing, Cleansing), sold primarily through its own e-commerce platform at $6.99 USD per unit and through retail distribution partners.
Is Yogi Tea a public or private company?
Yogi Tea is a private company. It is classified as unknown and is currently operating.
When was Yogi Tea founded?
Yogi Tea was founded in 1987. It employs 101 to 250 people.
Where is Yogi Tea based?
Yogi Tea is headquartered in Hamburg, Germany, in the Europe region.
How does Yogi Tea make money?
One revenue line is on record: consumer Packaged Goods - Tea Products.
Who are Yogi Tea's main competitors?
Direct peers on record are Bigelow Tea, Harney & Sons, Numi Organic Tea, Celestial Seasonings, Traditional Medicinals and Republic of Tea. Broad incumbents are Tazo (Starbucks) and Twinings. Emerging players are Yogi Bar / Ayurvedic food peers (e.g., Organic India) and Choice Organics (Yogi sub-brand competitor set: Stash Tea).
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 and Functional Tea. Its primary akta.pro industry code is AFAFADAG, Tea Blending & Flavoring, with a secondary code of CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates). Its NAICS code is 311920.