Just Ice Tea
Just Ice Tea is an organic, Fair Trade certified ready-to-drink iced tea company that brews whole-leaf tea and sells glass bottles and aluminum cans through national grocery, drug, and natural retailers, serving health-aware and mainstream consumers across 17,000 U.S. stores.
- Company typePrivate
- Founded2022
- HeadquartersWashington, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Just Ice Tea does
Just Ice Tea is a privately held, organic and Fair Trade certified ready-to-drink iced tea company headquartered in Bethesda, Maryland, operating under parent entity Eat the Change, Inc. Founded in June 2022 by Seth Goldman and Barry Nalebuff (original co-founders of Honest Tea) alongside chef Spike Mendelsohn, the company launched its first bottle at PLNT Burger in New York City on September 6, 2022, shortly after Coca-Cola discontinued the predecessor Honest Tea brand. The company produces real-brewed teas using whole-leaf organic tea steeped in freshly boiled water (not from powders or concentrates), offered across more than 17 flavors in glass bottles and aluminum cans, including Moroccan Mint Green Tea, Peach Oolong, Dragon Green Tea, Half Tea & Half Lemonade, Berry Hibiscus Herbal, Watermelon Lime White Tea, and Peach White Tea. All products carry USDA Organic, Fair Trade Certified, Non-GMO, and Kosher certifications, with Fair Trade premiums routed directly to farming communities.
The business model is straightforward branded CPG: Just Ice Tea sells ready-to-drink tea through Tier-1 national retailers (Target, Kroger, Publix, Albertsons, CVS, Whole Foods, Wegmans, Harris Teeter), a network of over 100 regional distributors including Reyes, Hand Family Companies, and Odom, foodservice and club-store channels, plus direct-to-consumer e-commerce on its Shopify storefront and Amazon. The company supplements beverage revenue with branded merchandise (t-shirts, tote bags, tank tops). Customer segments span health-aware consumers prioritizing organic and ethical sourcing and mainstream grocery shoppers, with a horizontal segmentation approach targeting both natural-channel enthusiasts and mass-market buyers.
The company has scaled rapidly since launch, achieving cumulative sales of 40+ million bottles, named the 5th fastest-growing food and beverage brand in the U.S. by Inc. Magazine in 2025, and recognized as the top-selling bottled tea brand in the natural channel by SPINS. It closed a $9 million Series B financing in February 2026 led by Robert Trone (co-founder of Total Wine & More), with participation from Taste Tomorrow Ventures, Big Geyser of NYC, and Polar Strategic Ventures, to fund expansion from 12,000 to 17,000 retail stores and accelerate product innovation.
Just Ice Tea firmographics
Firmographics- Name
- Just Ice Tea
- Legal name
- Eat the Change, Inc.
- Website
- https://justicetea.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Short description
- Just Ice Tea is an organic, Fair Trade certified ready-to-drink iced tea company that brews whole-leaf tea and sells glass bottles and aluminum cans through national grocery, drug, and natural retailers, serving health-aware and mainstream consumers across 17,000 U.S. stores.
- Ownership category
- akta.pro rank
Just Ice Tea industry classification
Industry- Product category
- Ready-to-Drink Iced Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Ready-to-Drink (RTD) Tea (CRADAHAD)
- akta.pro secondary industry
- RTD Iced Tea Production (AFAFABAD)
Keywords
Where Just Ice Tea is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Just Ice 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
- Bottled and Canned Tea Sales: Direct product sales of ready-to-drink organic Fair Trade teas through retail stores (national chains, regional grocers, convenience, health clubs) and online marketplace (Amazon). Products sold in glass bottles and aluminum cans in various multipack formats.
- Merchandise: Sale of branded merchandise including t-shirts, tote bags, and tank tops through e-commerce storefront.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Target 4-packs nationwide |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Just Ice Tea product offering
Product offeringCore offering
Just Ice Tea brews and sells real-brewed, USDA Organic and Fair Trade Certified ready-to-drink iced teas in glass bottles and aluminum cans. Products include 17+ flavors spanning green, black, white, oolong, and herbal teas, plus branded merchandise (tank tops, t-shirts, tote bags). The teas are sold through national and regional grocery retailers, convenience stores, health clubs, foodservice, the company's own e-commerce storefront, and Amazon.
Product overview
Just Ice Tea is a ready-to-drink organic, Fair Trade iced tea company offering beverages in two primary formats: glass bottles and aluminum cans. The bottle line includes Moroccan Mint Green Tea, Peach Oolong Tea, Orange Mango Herbal Fusion, Mango White Tea, Lewie's Lemon Tea, Half Tea & Half Lemonade, Berry Hibiscus Herbal Tea, and Original Green Tea. The canned line includes Lemon Tea, Raspberry Tea, Dragon Green Tea, Enjoy Mint Tea, Golden Oolong Tea, Watermelon Lime White Tea, and Peach White Tea. All products are USDA Organic, Fair Trade Certified, Non-GMO, and Kosher. The company also sells branded merchandise including tank tops, t-shirts, and tote bags.
Differentiator
Problem solved
Functional benefit
Products and services
- Moroccan Mint Green Tea (Bottle)
- Peach Oolong Tea (Bottle)
- Orange Mango Herbal Fusion (Bottle)
- Mango White Tea (Bottle)
- Lewie's Lemon Tea (Bottle)
- Half Tea & Half Lemonade (Bottle)
- Berry Hibiscus Herbal Tea (Bottle)
- Original Green Tea (Bottle)
- Lemon Tea (Can)
- Raspberry Tea (Can)
- Dragon Green Tea (Can)
- Enjoy Mint Tea (Can)
- Golden Oolong Tea (Can)
- Watermelon Lime White Tea (Can)
- Peach White Tea (Can)
- Just Sweet Enough Tank Top
- Unsweetened Tank Top
- Just Ice Tea Short Sleeve T-Shirt
- Just Ice Tea Tote Bag
Quantifiable outcome
- 40+ million bottles sold
- +2 more outcomes
Companies that use Just Ice Tea
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Just Ice Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Just Ice Tea partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- ReyescoreRegional distribution partnership covering South Carolina, Florida, and Indiana markets as part of network of over 100 regional distributors signed for national retail expansion.
- Hand Family CompaniescoreRegional distribution partnership covering Illinois, Kentucky, and Tennessee markets as part of national distributor network for retail expansion.
- OdomcoreRegional distribution partnership covering Washington, Oregon, Alaska, and Hawaii markets as part of national distribution strategy.
- Tea Around TownminorMarketing partnership for National Iced Tea Month celebration offering Just Ice Tea samples to riders in NYC, Philadelphia, and Washington DC locations. Partnership included promotional offers and Target coupon distribution.
- Zuckerman HonickmancoreLong-term packaging supplier partnership for innovative packaging solutions supporting Just Ice Tea's product line including glass bottles and aluminum cans. Collaboration has led to significant sales success with over 40 million bottles sold and expansion into new formats.
- PLNT BurgercoreFirst retail partner to sell Just Ice Tea bottles at launch in September 2022. Long-standing relationship with Honest Tea founders for mission-driven restaurant concepts.
- Purpose PledgeminorFounding brand of the Purpose Pledge nonprofit initiative helping consumer brands hold themselves accountable to greater impact in consumer health, environmental impact, employee fairness, corporate governance, and community contributions.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Just Ice Tea competitors and assessment
Company assessmentDirect peers
- Pure Leaf: PepsiCo/Dr Pepper Snapple Group's flagship unsweetened and sweetened bottled and canned iced tea brand. Directly competes with Just Ice Tea across mainstream grocery, convenience, and foodservice channels with similar positioning around 'real brewed' tea.
- TAZO: Premium tea brand (formerly Starbucks, now under Bigelow) offering RTD iced teas and bottled beverages. Directly comparable on better-for-you, premium-positioned RTD tea in natural and mainstream grocery.
- Gold Peak Tea: Coca-Cola's premium bottled iced tea brand (and the platform that Coca-Cola chose to retain when it discontinued Honest Tea). Direct competitor in the better-for-you RTD tea segment Just Ice Tea targets.
- AriZona Iced Tea: Iconic mass-market RTD iced tea brand sold in tall cans and bottles across grocery, c-store, and club channels. Competes head-to-head with Just Ice Tea on shelf in the same stores (Target, Kroger, Wegmans, CVS).
- Steaz: Organic, fair-trade certified sparkling and still beverages including RTD iced teas. Closely aligned on USDA Organic + Fair Trade positioning and natural-channel distribution.
- Sweetleaf Tea: Independent bottled iced tea brand focused on natural sweeteners and clean ingredients. Closely comparable niche organic/premium RTD tea peer with overlap in natural and specialty channels.
- Ito En (Oi Ocha): Japanese green-tea leader with a major US RTD tea business in unsweetened and flavored formats. Competes in mainstream and Asian grocery with real-brewed green tea positioning.
- Lipton Iced Tea: Unilever/PepsiCo-branded RTD iced tea with deep distribution across mainstream and natural channels. Competes with Just Ice Tea on price/value RTD tea occasions in the same retailers.
Broad incumbents
- Snapple: Keurig Dr Pepper-owned RTD iced tea and juice drink brand with nationwide distribution. Broader incumbent portfolio including diet/juice teas; overlaps with Just Ice Tea in mainstream grocery and c-store.
- Coca-Cola Company: Owns Gold Peak (the brand that absorbed Honest Tea's shelf space) and Fuze. Operates as a broad incumbent in RTD tea with materially larger trade-spend capacity than Just Ice Tea.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Just Ice Tea social profiles
Digital presenceJust Ice Tea compliance and trust
Trust signalCompliance4 records
Just Ice Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Just Ice Tea leadership team
Management profileNumber of profiles
Profiles3 records
Just Ice Tea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Just Ice 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 Just Ice Tea
What does Just Ice Tea do?
Just Ice Tea brews and sells real-brewed, USDA Organic and Fair Trade Certified ready-to-drink iced teas in glass bottles and aluminum cans. Products include 17+ flavors spanning green, black, white, oolong, and herbal teas, plus branded merchandise (tank tops, t-shirts, tote bags). The teas are sold through national and regional grocery retailers, convenience stores, health clubs, foodservice, the company's own e-commerce storefront, and Amazon.
Is Just Ice Tea a public or private company?
Just Ice Tea is a private company. It is classified as venture growth investor backed and is currently operating.
When was Just Ice Tea founded?
Just Ice Tea was founded in 2022.
Where is Just Ice Tea based?
Just Ice Tea is headquartered in Washington, United States, in the North America region.
How does Just Ice Tea make money?
Two revenue lines are on record. Bottled and Canned Tea Sales are the primary driver. The others are merchandise.
Who are Just Ice Tea's main competitors?
Direct peers on record are Pure Leaf, TAZO, Gold Peak Tea, AriZona Iced Tea, Steaz, Sweetleaf Tea, Ito En (Oi Ocha) and Lipton Iced Tea. Broad incumbents are Snapple and Coca-Cola Company.
Does Just Ice Tea have an API?
No public API is recorded for Just Ice Tea.
What industry is Just Ice Tea in?
Just Ice Tea's product category is Ready-to-Drink Iced Tea. Its primary akta.pro industry code is CRADAHAD, Ready-to-Drink (RTD) Tea, with a secondary code of AFAFABAD, RTD Iced Tea Production. Its NAICS code is 311920 and its SIC code is 2080.