True Tea
- Company typePrivate
- Founded2010
- HeadquartersPrague, Czechia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
True Tea firmographics
Firmographics- Name
- True Tea
- Legal name
- TRUE TEA s.r.o.
- Website
- https://truetea.cz
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
True Tea industry classification
Industry- Product category
- Premium Ready-to-Drink Iced Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Ready-to-Drink (RTD) Tea Manufacturing (AFAFADAI)
- akta.pro secondary industries
- Ready-to-Drink (RTD) Tea (CRADAHAD), RTD Iced Tea Production (AFAFABAD)
Keywords
Where True Tea is headquartered
LocationHeadquarters
- HQ city
- Prague
- HQ country
- Czechia
- HQ region
- Europe
Offices2 records
Markets served
True Tea business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: One-time product sales through the company's own e-commerce platform truetea.cz to end consumers. Products sold in multi-packs (12 bottles of 0.33L) at retail prices.
- B2B Business Delivery: Direct delivery of products to business customers (cafes, hotels, restaurants, shops, offices) with free delivery in Prague and Messenger delivery outside Prague for 45 Kč per package.
- Wholesale Distribution: Pallet-based wholesale orders distributed through third-party distributors including Green Heads, Fany gastroservis, KBJ, Delivery office, Jaso, and Makro. Pricing available upon registration as wholesale buyer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Matcha - 12-pack (0.33L bottles) |
| Unit Pricing | Pay-as-you-go | Yerba Maté - 12-pack (0.33L bottles) |
| Unit Pricing | Pay-as-you-go | Green Tea - 12-pack (0.33L bottles) |
| Unit Pricing | Pay-as-you-go | Rooibos Green - 12-pack (0.33L bottles) |
| Unit Pricing | Pay-as-you-go | Tuareg - 12-pack (0.33L bottles) |
| Transaction based/ take rate | Pay-as-you-go | Wholesale Pricing |
| Other | Pay-as-you-go | Delivery Fees |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
True Tea product offering
Product offeringCore offering
True Tea produces and sells premium iced teas packaged in glass bottles, prepared according to traditional recipes using high-quality tea leaves and natural ingredients without tea concentrate, preservatives, or artificial colors. The product line comprises five varieties — Matcha, Yerba Maté, Green Tea, Rooibos Green, and Tuareg — each sold as a 12-pack of 0.33L bottles. Distribution occurs through the company's own e-commerce platform truetea.cz, direct B2B delivery to cafes/hotels/restaurants/shops/offices, and a network of Czech wholesale distributors including Makro.
Product overview
True Tea is a Czech family-owned business founded in 2010 that produces premium iced teas sold in glass bottles. The product portfolio consists of five distinct tea varieties: Matcha (Japanese green tea), Rooibos Green (South African caffeine-free tea), Green Tea (Fujian Gunpowder), Yerba Maté (South American tea), and Tuareg (North African-style Gunpowder with mint). All products are packaged as 12-packs of 0.3L glass bottles, prepared according to traditional recipes using high-quality tea leaves and natural ingredients without tea concentrate, preservatives, or colorings.
Differentiator
Problem solved
Functional benefit
Products and services
- Matcha Japanese-style iced tea made from shaded tea garden leaves dried and ground into a fine matcha powder, brewed with high antioxidant and vitamin content. Sold as a 12-pack of 0.3L glass bottles at 515.46 Kč regular / 426 Kč discounted (35.50 Kč per bottle), VAT included. Targeted at end consumers and HoReCa buyers seeking a premium Japanese green tea offering.
- Yerba Maté Traditional South American iced tea made from Ilex paraguariensis leaves harvested in Paraguay's Parana River valley, blended, smoked over eucalyptus wood, and aged for two years. Contains caffeine with grapefruit and lemon notes. Sold as a 12-pack of 0.3L glass bottles at 457.38 Kč regular / 378 Kč discounted, VAT included. Targeted at end consumers and HoReCa buyers seeking a South American-style caffeinated iced tea.
- Green Tea Green tea iced beverage made from Fujian Gunpowder leaves grown on slopes near Tai Mu Mountain in Fujian province, China, using rolled leaf pellets that preserve traditional properties. Contains caffeine. Sold as a 12-pack of 0.3L glass bottles at 457.38 Kč regular / 378 Kč discounted, VAT included. Targeted at end consumers and HoReCa buyers seeking a classic Chinese-style caffeinated green iced tea.
- Rooibos Green South African caffeine-free iced tea made from unfermented rooibos leaves sourced from the Clanwilliam region in South Africa's Cederberg. Rich in antioxidants, vitamin C, and minerals. Sold as a 12-pack of 0.3L glass bottles at 457.38 Kč regular / 378 Kč discounted, VAT included. Targeted at caffeine-avoiding end consumers and HoReCa buyers seeking a decaf herbal iced tea.
- Tuareg North African-style iced tea of the Tuareg Berber tradition, prepared from Chinese Gunpowder pearl tea leaves combined with wild Moroccan Nana mint delivering a strong menthol aroma. Sold as a 12-pack of 0.3L glass bottles at 457.38 Kč regular / unit price 31.50 Kč per bottle, VAT included. Targeted at end consumers and HoReCa buyers seeking a mint-forward specialty iced tea.
Companies that use True Tea
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
True Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
True Tea partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Green HeadsminorCzech online distributor offering True Tea products through their e-commerce shop.green-heads.cz platform.
- Fany gastroservisminorCzech distributor for True Tea products through their website www.fany.cz.
- KBJminorCzech distributor for True Tea products through their website www.kbj.cz.
- Delivery officeminorCzech distributor for True Tea products through their website www.deliveryoffice.cz.
- JasominorCzech distributor for True Tea products searchable through their platform at www.jaso.cz.
- MakrocoreLarge-scale wholesale cash-and-carry distributor offering True Tea products at Makro locations in Czech Republic.
- ShoptetcoreE-shop platform provider powering truetea.cz online store. Shoptet a.s., Dvořeckého 628/8, Břevnov, 169 00, Prague 6, IČ 289 35 675.
- MessengercoreLogistics partner for product delivery, handling shipping of products to customers outside Prague.
- ČSOBcorePayment processing partner for handling online transactions through Shoptet payment gateway.
Scale indicators1 record
True Tea competitors and assessment
Company assessmentDirect peers
- Teapigs: UK premium tea brand emphasizing whole-leaf quality and provenance; comparable to True Tea's traditional-recipe, high-quality-leaf positioning in the European specialty tea market.
- T2 Tea: Premium specialty tea brand offering diverse leaf and ready-to-drink formats with strong HoReCa and retail presence — comparable to True Tea's premium, multi-origin assortment strategy.
- Pukka Herbs: Premium herbal and functional tea brand (now under Unilever) with strong European distribution; comparable to True Tea on specialty herbal SKUs like rooibos and yerba maté.
- Arizona Iced Tea: Large multi-SKU RTD iced tea brand with broad flavor assortment and distinctive packaging, frequently co-shelved with premium niche teas like True Tea in HoReCa and retail.
- ITO EN: Japanese premium RTD tea producer with multiple green and specialty tea varieties in bottles and cans. Closest analogue to True Tea's positioning as a multi-variety, premium, traditional-recipe RTD tea brand.
- Honest Tea: Premium organic RTD iced tea brand (now under Coca-Cola) built on clean-label, no-concentrate credentials — directly comparable to True Tea's no-preservative, glass-bottle positioning.
- Republic of Tea: US premium specialty tea company offering diverse leaf and RTD varieties with curated, provenance-led branding — analogous to True Tea's curated five-variety RTD portfolio.
Broad incumbents
- Nestea (Nestlé): Global mainstream RTD iced tea brand owned by Nestlé; competes in the same Czech and Central European retail and HoReCa accounts that True Tea's B2B team calls on.
- Pure Leaf (Unilever / Pepsi): Premium-positioned RTD iced tea brand from the Lipton family; a relevant incumbent benchmark for how multinationals are extending into the premium segment where True Tea operates.
- Lipton Iced Tea (Unilever / Pepsi): Mass-market RTD iced tea leader with global distribution; represents the mainstream, concentrate-based competitive context against which True Tea's premium niche must compete on shelf and in HoReCa.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
True Tea social profiles
Digital presenceTrue Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Tea leadership team
Management profileNumber of profiles
Profiles2 records
True Tea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True 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 True Tea
What does True Tea do?
True Tea produces and sells premium iced teas packaged in glass bottles, prepared according to traditional recipes using high-quality tea leaves and natural ingredients without tea concentrate, preservatives, or artificial colors. The product line comprises five varieties — Matcha, Yerba Maté, Green Tea, Rooibos Green, and Tuareg — each sold as a 12-pack of 0.33L bottles. Distribution occurs through the company's own e-commerce platform truetea.cz, direct B2B delivery to cafes/hotels/restaurants/shops/offices, and a network of Czech wholesale distributors including Makro.
Is True Tea a public or private company?
True Tea is a private company. It is classified as family owned and is currently operating.
When was True Tea founded?
True Tea was founded in 2010. It employs 1 to 10 people.
Where is True Tea based?
True Tea is headquartered in Prague, Czechia, in the Europe region.
How does True Tea make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are B2B Business Delivery and wholesale Distribution.
Who are True Tea's main competitors?
Direct peers on record are Teapigs, T2 Tea, Pukka Herbs, Arizona Iced Tea, ITO EN, Honest Tea and Republic of Tea. Broad incumbents are Nestea (Nestlé), Pure Leaf (Unilever / Pepsi) and Lipton Iced Tea (Unilever / Pepsi).
Does True Tea have an API?
No public API is recorded for True Tea.
What industry is True Tea in?
True Tea's product category is Premium Ready-to-Drink Iced Tea. Its primary akta.pro industry code is AFAFADAI, Ready-to-Drink (RTD) Tea Manufacturing, with a secondary code of CRADAHAD, Ready-to-Drink (RTD) Tea. Its NAICS code is 311920 and its SIC code is 2080.