Just Ice Tea
Just Ice Tea, a subsidiary of Eat the Change, Inc., produces USDA Organic and Fair Trade certified ready-to-drink iced teas in glass-bottled and canned formats. The company distributes through 12,000-17,000 retail doors including Kroger, Target, and Whole Foods, targeting health-conscious consumers seeking organic, lower-sugar beverages.
- Company typePrivate
- Founded2022
- HeadquartersBethesda, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Just Ice Tea does
Just Ice Tea is a ready-to-drink organic iced tea brand operating as a wholly-owned subsidiary of Eat the Change, Inc., a Delaware-incorporated mission-driven CPG company headquartered in Bethesda, Maryland. The company produces USDA Organic, Fair Trade certified, Non-GMO, and Kosher teas using a real-brewed process—hand-picked whole-leaf tea steeped in freshly boiled water—rather than powders or concentrates. Its product portfolio spans 17+ SKUs across glass-bottled and canned formats, including Moroccan Mint Green Tea, Peach Oolong Tea, Berry Hibiscus Herbal Tea, Dragon Green Tea, Raspberry Tea, and recent 2026 launches of Watermelon Lime White Tea and Peach White Tea. A "Just Sweet Enough" sweetening system blends organic agave syrup, honey, and cane sugar to balance flavor without overpowering tea character.
The business operates a multi-channel distribution model combining enterprise retail, regional wholesale, e-commerce, foodservice, and experiential marketing. Its products are carried by major national and regional retailers including Kroger, Publix, Albertsons, Target (nationwide 4-packs), CVS Pharmacy, Wegmans, Harris Teeter, Whole Foods, and Sprouts, supported by 100+ regional distributors such as Reyes, Hand Family Companies, and Odom. Direct-to-consumer sales run through the company's Shopify e-commerce site and Amazon storefront, supplemented by branded merchandise (hats, t-shirts, tote bags) and experiential partnerships such as Tea Around Town. The company is reported as the #1 bottled tea brand in the natural channel per SPINS and plans to expand from 12,000 to 17,000 retail doors in 2026, a 40% year-over-year increase.
The company was co-founded in 2022 by Seth Goldman (co-founder of Honest Tea and Chairman of Beyond Meat), Barry Nalebuff (Yale professor and Honest Tea co-founder), and chef Spike Mendelsohn following Coca-Cola's discontinuation of Honest Tea. Just Ice Tea has raised approximately $46M+ across multiple funding rounds, including a $9M Series B in February 2026 led by Robert Trone (co-founder of Total Wine & More), who joined the board alongside investors Taste Tomorrow Ventures, Big Geyser, and Polar Strategic Ventures. A 12-person team drives operations, with deep tea-industry expertise inherited from Honest Tea alumni (e.g., Operations Director Ed Castro). Inc. Magazine recognized the brand as the fifth fastest-growing food and beverage company in the US in 2025 and a member of the Inc. 500.
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
- Headcount range
- 11–50 employees
- Short description
- Just Ice Tea, a subsidiary of Eat the Change, Inc., produces USDA Organic and Fair Trade certified ready-to-drink iced teas in glass-bottled and canned formats. The company distributes through 12,000-17,000 retail doors including Kroger, Target, and Whole Foods, targeting health-conscious consumers seeking organic, lower-sugar beverages.
- 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 industries
- Ready-to-Drink (RTD) Tea Manufacturing (AFAFADAI), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
Keywords
Where Just Ice Tea is headquartered
LocationHeadquarters
- HQ city
- Bethesda
- 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, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Distribution: Sale of ready-to-drink organic Fair Trade teas through major retail chains including Kroger, Publix, Albertsons, Target, CVS, Wegmans, Harris Teeter, Whole Foods, and Sprouts. Products sold in both bottles and cans.
- E-commerce Direct Sales: Direct-to-consumer sales through company website and Amazon storefront, including single bottles/cans, multi-packs, and merchandise.
- Wholesale/Bulk Orders: Wholesale orders for foodservice, retail, distributors, and event inquiries handled through direct contact.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Merchandise - Hats |
| Unit Pricing | Pay-as-you-go | Merchandise - T-shirts |
| Unit Pricing | Pay-as-you-go | Merchandise - Bags |
| Unit Pricing | Pay-as-you-go | Ready-to-Drink Tea Products |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Just Ice Tea product offering
Product offeringCore offering
Just Ice Tea manufactures and sells real-brewed, ready-to-drink organic Fair Trade certified iced teas in glass bottles and aluminum cans. The portfolio includes 17+ flavors across green, black, white, oolong, and herbal bases with real fruit and the proprietary 'Just Sweet Enough' sweetening system using organic agave, honey, and cane sugar. All products are USDA Organic, Fair Trade Certified, Non-GMO, and Kosher.
Product overview
Just Ice Tea is a ready-to-drink organic Fair Trade certified beverage brand that operates two main product lines: bottled teas (glass bottles with screw caps) and canned teas (multi-pack aluminum cans). The bottled line includes varieties such as Moroccan Mint Green Tea, Peach Oolong Tea, Berry Hibiscus Herbal Tea, Original Green Tea, Half Tea & Half Lemonade, Orange Mango Herbal Fusion, Mango White Tea, and Lewie's Lemon Tea. The canned line features Dragon Green Tea, Lemon Tea, Raspberry Tea, Mint Tea, and Golden Oolong Tea. In February 2026, the company launched new white tea flavors including Watermelon Lime White Tea and Peach White Tea. All products are USDA Organic, Fair Trade Certified, and Non-GMO certified. The company also sells branded merchandise including hats, tank tops, t-shirts, and tote bags. Just Ice Tea is a founding brand of the Purpose Pledge initiative focused on corporate accountability.
Differentiator
Problem solved
Functional benefit
Products and services
- Just Ice Tea Bottled Tea Line Ready-to-drink organic Fair Trade certified iced teas in glass bottles with screw caps. Varieties include Moroccan Mint Green Tea, Peach Oolong Tea, Berry Hibiscus Herbal Tea, Original Green Tea, Half Tea & Half Lemonade, Orange Mango Herbal Fusion, Mango White Tea, and Lewie's Lemon Tea. Sold in natural and mainstream grocery, plus e-commerce.
- Just Ice Tea Canned Tea Line Ready-to-drink organic Fair Trade certified iced teas in aluminum cans sold in multi-pack format. Varieties include Dragon Green Tea, Lemon Black Tea, Raspberry Tea, Mint Tea, and Golden Oolong Tea. Lower price point for convenience, vending, club stores, and mass retail.
- Watermelon Lime White Tea Ready-to-drink organic Fair Trade white tea blend with watermelon, cucumber, and lime; delicate, refreshing summer cooler.
- Peach White Tea Ready-to-drink organic white tea and oolong blend with peach flavor, sweetened with organic cane sugar at 50 calories per can.
- Moroccan Mint Green Tea (bottled) Real-brewed organic green tea blended with mint and honey, made with Fair Trade gunpowder green tea from Zhejiang, China, and organic spearmint/peppermint from the Pacific NW USA. USDA Organic, Non-GMO, Kosher.
- Dragon Green Tea (canned) Real-brewed organic green tea infused with passionfruit for a tropical twist; green tea from Mozambique, passionfruit juice from Vietnam, agave syrup sweetener from Jalisco, Mexico.
- Just Ice Tea Merchandise Branded apparel and accessories including Just Sweet Enough Hat ($20), Unsweetened Hat, Just Sweet Enough Tank Top, Unsweetened Tank Top, Just Ice Tea Short Sleeve T-Shirt ($25), and Just Ice Tea Tote Bag ($10).
Quantifiable outcome
- 40% year-over-year retail store count increase from 12,000 to 17,000 stores
- +2 more outcomes
Companies that use Just Ice Tea
Customer profileNamed customers10 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
Five partnerships are on record, tiered core and minor.
- ReyescoreRegional distributor covering South Carolina, Florida, and Indiana. One of over 100 regional distributors signed to support retail expansion.
- Hand Family CompaniescoreRegional distributor covering Illinois, Kentucky, and Tennessee. One of over 100 regional distributors supporting expansion.
- OdomcoreRegional distributor covering Washington, Oregon, Alaska, and Hawaii. One of over 100 regional distributors supporting national expansion.
- Tea Around TownminorPartnership for National Iced Tea Month celebration in June 2025, providing Just Ice Tea to riders in NYC, Philadelphia, and Washington DC with promotional coupons.
- Purpose PledgecoreNonprofit initiative helping consumer brands hold themselves accountable to greater impact. Just Ice Tea is a founding brand committing to accountability for consumer health, environmental impact, employee fairness, corporate governance, and community contributions.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Just Ice Tea competitors and assessment
Company assessmentDirect peers
- Gold Peak Tea: Coca-Cola-owned premium RTD iced tea brand distributed through Coca-Cola's bottler system; competes directly with Just Ice Tea in mainstream grocery and is particularly relevant given Coke's discontinuation of the founders' prior brand Honest Tea.
- The Republic of Tea: Premium specialty tea brand offering loose-leaf, bagged, and RTD formats with a mission-driven, ingredient-focused story; directly comparable on positioning to health-conscious premium tea consumers.
- Pure Leaf: Unilever-owned premium ready-to-drink iced tea brand sold across mainstream grocery and convenience channels; the closest direct competitor to Just Ice Tea on shelf in the same price tier.
- TAZO Tea: Starbucks-owned premium RTD tea brand with a similar mission-led, flavor-forward positioning and natural-channel presence; competes for the same health-conscious premium tea drinker.
- SweetLeaf: Premium bottled RTD tea brand historically distributed via foodservice and retail with a comparable organic, lightly sweetened positioning; a smaller, similarly-positioned brand in the same shelf set.
- Ito En: Japanese-owned premium RTD green tea brand with nationwide US distribution in natural and mainstream channels; competes head-to-head on green tea SKUs and authentic brewing credentials.
- AriZona Iced Tea: Iconic RTD iced tea brand selling at premium positioning in tall glass bottles across mainstream channels; directly comparable to Just Ice Tea on package format and price-per-bottle.
Others
- Honest Tea: The founders' prior organic RTD tea brand, acquired by Coca-Cola and discontinued in 2022; included as the conceptual predecessor and the most direct historical reference point for Just Ice Tea's strategy and category economics.
Emerging players
- Steaz: Organic RTD tea and sparkling tea brand targeting the natural channel with a similar values-led story (organic, fair trade, low sugar); comparable as a niche competitor in the same shopper basket.
Broad incumbents
- Lipton Iced Tea: Mass-market RTD iced tea brand owned jointly by Unilever and PepsiCo; the category share leader with the deepest trade spend, DSD, and slotting muscle that Just Ice Tea must compete against for shelf space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 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
Profiles5 records
Just Ice Tea subsidiaries and ownership
Company hierarchySubsidiaries1 record
Just Ice Tea funding detail
Funding detailFunding overview
Funding rounds6 records
Investors6 records
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 manufactures and sells real-brewed, ready-to-drink organic Fair Trade certified iced teas in glass bottles and aluminum cans. The portfolio includes 17+ flavors across green, black, white, oolong, and herbal bases with real fruit and the proprietary 'Just Sweet Enough' sweetening system using organic agave, honey, and cane sugar. All products are USDA Organic, Fair Trade Certified, Non-GMO, and Kosher.
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. It employs 11 to 50 people.
Where is Just Ice Tea based?
Just Ice Tea is headquartered in Bethesda, United States, in the North America region.
How does Just Ice Tea make money?
Three revenue lines are on record. Retail Distribution is the primary driver. The others are E-commerce Direct Sales and wholesale/Bulk Orders.
Who are Just Ice Tea's main competitors?
Direct peers on record are Gold Peak Tea, The Republic of Tea, Pure Leaf, TAZO Tea, SweetLeaf, Ito En and AriZona Iced Tea. Honest Tea is listed as an others. Steaz is listed as an emerging player. Lipton Iced Tea is listed as a broad incumbent.
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 AFAFADAI, Ready-to-Drink (RTD) Tea Manufacturing. Its NAICS code is 311920 and its SIC code is 2080.