MOOD

What MOOD does

MOOD is an Australian social enterprise that sells premium functional tea blends and directs 100% of profits to youth mental health programs. The company operates a direct-to-consumer e-commerce store (mood.org.au) powered by Shopify, offering five core tea blends: four caffeine-free herbal teas (Get On Up with Siberian ginseng for alertness; Happy Days with ashwagandha for stress support; Be Kind Unwind with passionflower for relaxation; Sweet Lullaby with skullcap and rooibos for sleep) and one caffeinated single-origin Australian black tea (Jolly Good, sourced from the Daintree region of Queensland). Products are sold across multiple sizes — 10-bag boxes, 50-bag pouches, 50-bag keepsake tins, and 100-bag pouches — and feature sugar cane tea bags sealed with ultrasonic technology rather than adhesives. Products are manufactured and packaged in Australia and shipped via Australia Post, InterParcel, and Sendle.

MOOD serves two primary customer segments: health-conscious individual consumers purchasing direct online, and corporate/office customers that stock MOOD as a CSR-driven workplace amenity (named enterprise customers include Canva, Meta, Allen & Overy, HOYTS, Novotel Melbourne South Wharf, Acast, OOH Media, and Country Culture). Revenue mechanics include unit pricing for individual SKUs ranging from $8 to $200 AUD, a subscribe-and-save subscription program offering up to 10% recurring discount with no lock-in commitment, gift cards in $25-$200 AUD denominations, and a 12-month B2B office subscription SKU. The brand was previously ranged nationally through Woolworths from 2022 before exiting retail in July 2026 to focus on direct online sales; co-branded gift hampers continue to be distributed through a partnership with Country Culture.

The company was created in 2021 by over 100 companies from the Australian media, marketing, and advertising industry with support from parent organization UnLtd. MOOD holds four accolades from the 2023 Golden Leaf Awards (Gold for Get On Up; Silver for Sweet Lullaby, Happy Days, and Jolly Good), Social Traders Certification as a verified social enterprise, and reports funding 40 youth mental health programs reaching 11,218 young people across charity partners batyr, BackTrack, The Sebastian Foundation, Our Futures Institute, and Yiliyapinya. General Manager Rachel Troy leads the 11-person organization, which is headquartered in Alexandria, NSW with distribution operations in Rozelle and Sydney.

Name

MOOD

Legal name

MOOD Tea

Website

https://mood.org.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

MOOD is an Australian social enterprise (founded 2021, 11 employees) that sells premium functional tea blends via direct-to-consumer e-commerce and corporate office stocking, donating 100% of profits to youth mental health programs across five charity partners.

Ownership category

akta.pro rank

Product category

Premium Functional Tea

NAICS

Coffee and Tea Manufacturing (311920)

akta.pro primary industry

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

akta.pro secondary industries

Tea Blending & Flavoring (AFAFADAG), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)

Keywords

• Premium tea blends
• Functional herbal tea
• Social enterprise tea
• Tea subscription service
• Corporate tea gifting

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations

Revenue model

1. Direct E-commerce Sales: MOOD Tea sells directly to consumers through its Shopify-powered online store (mood.org.au). Products include individual tea boxes, pouches, tins, bundles, and gift options ranging from $8 to $200 AUD. This is the primary revenue stream.
2. Subscription Model: MOOD offers a subscribe-and-save program with up to 10% discount on recurring orders. Customers can manage subscriptions through their accounts, with no minimum commitment and the ability to pause, skip, or cancel anytime.
3. Corporate/Office Stocking: MOOD targets businesses as B2B customers, offering tea products for office kitchens as part of CSR initiatives. The company provides educational materials for businesses to share impact information with employees.
4. Partnership Gift Boxes: MOOD collaborates with Country Culture for co-branded gift hampers. These collaborative products are sold through Country Culture's website, with MOOD tea included as a component of the gift box offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

MOOD Tea is an Australian social enterprise that manufactures and sells premium functional tea blends (four caffeine-free herbal teas and one Australian single-origin black tea) directly to consumers through a Shopify e-commerce store, with 100% of profits funding youth mental health programs via charity partners. Products are sold in multiple formats (10-bag boxes, 50-bag pouches, 50-bag tins, 100-bag XL pouches, and curated bundles), supported by a subscription program and corporate/office stocking channel.

Product overview

MOOD is an Australian social enterprise offering premium tea blends with a mission to fund youth mental health programs. The core product lineup includes five distinct tea blends: four caffeine-free herbal teas (Get On Up for energy, Happy Days for stress support, Be Kind Unwind for relaxation, Sweet Lullaby for sleep) and one caffeinated black tea (Jolly Good English Breakfast sourced from Daintree, Queensland). Products are available in multiple formats: boxes (10 tea bags), pouches (50 bags), tins (50 bags), and XL pouches (100 bags). The portfolio extends to bundled offerings including the Award Winning Bundle, Ultimate Bundle, Herbal Bundle, Ultimate Boxset, Herbal Tea Boxset, and various Top Ups Pouch Sets for bulk/subscription needs. Gift cards and collaborative gift boxes with partner Country Culture round out the offering. All products are sold through a direct-to-consumer Shopify online store with subscription options, and 100% of profits support youth mental health initiatives through charity partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Get On Up – Pineapple & Cinnamon Caffeine-free herbal tea blend featuring pineapple, cinnamon, lemon balm, and Siberian ginseng, formulated to support mental alertness, circulation, and an uplifting energizing effect. Targeted at health-conscious consumers seeking natural daytime energy without caffeine jitters.
• Happy Days – Hibiscus, Apple & Ginger Fruity caffeine-free herbal tea blending hibiscus, apple, rosehip, and ashwagandha, designed to support the body's response to stress and promote balanced energy throughout the day. For consumers seeking stress support and gentle daily vitality.
• Be Kind, Unwind – Peppermint & Passionflower Refreshing caffeine-free peppermint and passionflower herbal tea with linden and cinnamon, designed to support relaxation and emotional balance during moments of stress or evening wind-down.
• Sweet Lullaby – Rooibos, Liquorice & Vanilla Soothing caffeine-free rooibos herbal tea with skullcap root, rose petals, and vanilla, crafted as an evening blend to support relaxation and sleep.
• Jolly Good – English Breakfast Premium single-origin Australian black tea sourced from the Daintree region of Queensland; a full-bodied English Breakfast blend naturally high in caffeine for morning energy and focus.
• MOOD Award Winning Bundle Curated bundle featuring the four award-winning tea blends recognized at Australia's Golden Leaf Awards: Jolly Good (Silver), Get On Up (Gold), Happy Days (Silver), and Sweet Lullaby (Silver).
• MOOD Ultimate Bundle Comprehensive bundle containing all five MOOD tea blends (four signature herbal teas plus Jolly Good English Breakfast), with 50 tea bags total in boxes.
• MOOD Herbal Bundle Bundle of four signature caffeine-free herbal tea blends (Get On Up, Happy Days, Be Kind Unwind, Sweet Lullaby) with 40 tea bags total.
• MOOD Ultimate Boxset (Tea Tins) Complete collection of five premium decorative keepsake tea tins, each containing 50 tea bags, covering all herbal blends and English Breakfast (250 tea bags total).
• MOOD Herbal Tea Boxset Four MOOD herbal tea tins with 50 tea bags each (200 total), featuring Get On Up, Happy Days, Be Kind Unwind, and Sweet Lullaby blends in keepsake tins.
• Jolly Good Tin (50 English Breakfast tea bags) 50-bag English Breakfast tea in a decorative keepsake tin, sourced from Australia's Daintree region, with free shipping included.
• MOOD Ultimate Top Ups Pouch Set (12-month office subscription) Bulk bundle with all five MOOD blends in pouches totalling 250 tea bags, offered as a 12-month office subscription with monthly top-ups.
• MOOD Herbal Top Ups Pouch Set Four herbal tea pouches with 50 bags each (200 total), offering bulk refill options for Get On Up, Happy Days, Be Kind Unwind, and Sweet Lullaby.
• MOOD Gift Card Digital gift card available in $25, $50, $100, and $200 AUD denominations, valid for 12 months from purchase date and delivered via email or SMS.

Quantifiable outcome

• 40 mental health programs funded impacting 11,218 young people
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• UnLtdcoreOthers · 1 January 2021Parent company and industry catalyst that supported MOOD Tea's creation. MOOD was created by over 100 companies from the media, marketing and advertising industry with support from UnLtd. UnLtd connects media and marketing professionals with cause.
• batyrcoreStrategic or Co-development PartnerYouth mental health organisation running engaging workshops in schools and universities to smash stigma around mental ill-health. MOOD funds batyr@school programs; 228 students in Warnervale attended programs. batyr's peer-to-peer model has shown 87% of participants find it important to hear from young people with lived experience and 89% feel more equipped to look out for mates.
• BackTrackcoreStrategic or Co-development PartnerBackTrack works in rural communities with young people facing complex mental health challenges. Their mission is to keep kids alive, keep them out of jail and help them chase their hopes and dreams. MOOD funds their programs; has supported young people like Max who went from 0% school attendance to 90%.
• The Sebastian FoundationcoreStrategic or Co-development PartnerFoundation focused on youth mental health initiatives. MOOD Tea ambassador Jules Sebastian is a philanthropist associated with the foundation. 100% of MOOD profits fund initiatives supported by this foundation.
• Our Futures InstitutecoreStrategic or Co-development PartnerProvides clinically evaluated mental health prevention programs that empower high school students with strategies to prevent, identify and deal with symptoms of anxiety and depression.
• YiliyapinyacoreStrategic or Co-development PartnerIndigenous-led organisation creating pathways to healing, connection and opportunity for Aboriginal and Torres Strait Islander young people. Through its Yili Program, young people engage in culturally safe, neuroscience-informed activities that strengthen wellbeing, identity and belonging.
• Country CultureminorGTM or Marketing PartnerCollaboration for co-branded gift hampers: MOOD Tea Time Hamper ($70) and Relax & Heal Gift Box ($95). Sold through Country Culture website. Double-good model: MOOD profits fund mental health programs, Country Culture provides meals through OzHarvest.
• Social TradersminorOthersCertifying body that provides Social Traders Certification to MOOD Tea, verifying it as a social enterprise and enabling social procurement opportunities.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pukka Herbs: UK-based organic herbal tea brand marketing wellness-oriented blends with ethically sourced botanicals. Comparable on functional positioning, sustainability credentials, and premium DTC/retail mix.
• T2 Tea: Australian specialty tea brand selling bagged and loose-leaf teas through DTC and retail. Closest geographic and category peer to MOOD Tea, with a similarly broad blend portfolio but no social-enterprise mission.
• Republic of Tea: US specialty tea brand offering curated, premium blends via DTC and specialty retail. Comparable on premium positioning, blend variety, and gifting-oriented assortment.
• Yogi Tea: Functional herbal tea brand built around Ayurvedic-inspired blends for specific wellness outcomes (energy, stress, sleep). Highly comparable to MOOD's functional, mood-targeted positioning, though at significantly larger scale.
• Tea Pigs: UK specialty tea brand with premium whole-leaf teas, subscription bundles, and gifting SKUs. Comparable on premium DTC positioning, bundle/gift merchandising, and bold brand identity.
• Traditional Medicinals: Leading US-based herbal tea brand focused on therapeutic/functional blends (sleep, stress, digestion). Direct competitor in the functional herbal tea category with similar botanical ingredients (e.g., passionflower, rooibos).

Emerging players

• Adagio Teas: US-based DTC specialty tea brand with a strong online-first model, broad blend catalogue, and subscription/loyalty program. Comparable on DTC e-commerce mechanics and functional blend variety.

Regional players

• Ovvio Tea: Australian organic loose-leaf tea brand with strong wellness positioning and similar sustainability credentials. Comparable on geography, organic positioning, and DTC emphasis, though focused on loose-leaf rather than bagged tea.
• The Tea Centre: Australian specialty tea retailer/wholesaler offering a wide range of loose-leaf and bagged teas. Comparable on Australian specialty tea distribution and B2B tea supply, though broader and less mission-driven.

Broad incumbents

• Celestial Seasonings: Mass-market herbal tea brand with a long-standing wellness/sleep sub-brand (e.g., Sleepytime). Overlaps MOOD's functional herbal category but at much larger scale and via grocery mass channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MoodGoods.AU
• Instagraminstagram.com/moodgoods.au
• LinkedInlinkedin.com/company/moodgoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MOOD