Karma Drinks Limited
Karma Drinks Limited is a New Zealand-based organic beverage company producing Fairtrade soft drinks, sparkling waters, and juices, distributed via D2C e-commerce, major NZ supermarkets, and 2,000+ cafes, with 1% of revenue funding the Karma Foundation in Sierra Leone.
- Company typePrivate
- Founded2011
- HeadquartersGrey Lynn, Auckland, New Zealand
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Karma Drinks Limited does
Karma Drinks Limited is a privately held, New Zealand-based organic beverage company founded in 2011 by Chris Morrison, Matt Morrison, and Simon Coley. The company produces a portfolio of organic, Fairtrade soft drinks and juices — including the flagship Karma Cola (made with real kola nuts from Sierra Leone), Lemmy Lemonade, Gingerella Ginger Beer, Razza Raspberry Lemonade, a Sparkling Water line (Peach + Guava, Green Apple), and a multi-variant Karma Juice range — packaged exclusively in glass bottles (300ml) and aluminium cans (330ml), with no plastic bottles. The Karma Foundation, funded by 1% of revenue, supports eight kola nut growing communities in the Tiwai region of Sierra Leone across education, healthcare, infrastructure, and micro-enterprise programmes.\n\nThe business operates a hybrid go-to-market model. Direct-to-consumer sales run through a Shopify storefront (karmadrinks.co.nz) with free nationwide shipping and a dedicated trade/wholesale portal (orders.karmacola.co.nz) for retail buyers. Wholesale and retail distribution covers all major New Zealand supermarket chains (New World, PAK'nSAVE, Woolworths, Farro) and over 2,000 independent cafes and hospitality venues, with a UK/Europe footprint anchored by a dedicated Head of UK and Europe and prior partnerships such as Honest Burgers. Product pricing is unit-based, ranging from NZD $44 for a 12-pack of juice bottles to NZD $70 for a 24-pack of sparkling water cans.\n\nThe company holds B Corp Certification (score 127.4, top 5% globally), Fairtrade certification ('World's Fairest Trader' 2014), and Soil Association organic certification. Revenue is not publicly disclosed; an indirect proxy (approximately $800,000 in ethical-sourcing premium equal to ~4% of 2023 sales) implies revenue in the low-tens-of-millions NZD range. The company is privately held with no disclosed institutional investors, parent company, or external funding rounds, and continues to operate as an independent, founder-influenced brand.
Karma Drinks Limited firmographics
Firmographics- Name
- Karma Drinks Limited
- Legal name
- Karma Drinks Limited
- Website
- https://karmadrinks.co.nz
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Short description
- Karma Drinks Limited is a New Zealand-based organic beverage company producing Fairtrade soft drinks, sparkling waters, and juices, distributed via D2C e-commerce, major NZ supermarkets, and 2,000+ cafes, with 1% of revenue funding the Karma Foundation in Sierra Leone.
- Ownership category
- akta.pro rank
Karma Drinks Limited industry classification
Industry- Product category
- Organic Soft Drinks and Juices
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
Keywords
Where Karma Drinks Limited is headquartered
LocationHeadquarters
- HQ city
- Grey Lynn, Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Karma Drinks Limited business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Direct-to-Consumer E-commerce: Online sales through their Shopify storefront to individual consumers in New Zealand, offering products at retail prices with free shipping nationwide.
- Wholesale/Trade Sales: Supply to retailers including major chains (New World, PAK'nSAVE, Woolworths, Farro) and 2000+ independent cafes and venues. Trade login portal available for wholesale buyers.
- Karma Foundation Donations: 1% of revenue from every Karma Drink sold goes to the Karma Foundation, funding life-changing initiatives for kola nut grower communities in Sierra Leone. In 2023, this represented approximately $800,000. Total donations to date exceed $1 million.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mixed Dozen Allsorts - 12 x 330ml cans mix |
| Unit Pricing | Pay-as-you-go | Soda Bottles - 15 x 300ml bottles |
| Unit Pricing | Pay-as-you-go | Soda Cans - 12 x 330ml cans |
| Unit Pricing | Pay-as-you-go | Sparkling Water - 24 x 330ml cans |
| Unit Pricing | Pay-as-you-go | Juice - 12 x 300ml bottles |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Karma Drinks Limited product offering
Product offeringCore offering
Karma Drinks Limited produces and sells a portfolio of organic, Fairtrade soft drinks and juices—including Karma Cola (made with real kola nuts from Sierra Leone), Lemmy Lemonade, Gingerella Ginger Beer, Razza Raspberry Lemonade, a sparkling water line, and a juice range—packaged in 300ml glass bottles and 330ml aluminum cans. The company sells primarily through its own Shopify e-commerce storefront, NZ supermarket chains, and a network of more than 2,000 independent cafes and venues, with 1% of revenue directed to the Karma Foundation supporting kola nut growing communities in Sierra Leone.
Product overview
Karma Drinks Limited is a New Zealand-based beverage company offering a portfolio of organic, Fairtrade, and ethically sourced soft drinks and juices. The core product line includes Karma Cola (the flagship cola made with real kola nuts from Sierra Leone), Lemmy Lemonade, Gingerella Ginger Beer, and Razza Raspberry Lemonade. The portfolio extends to a Sparkling Water line (Peach + Guava, Green Apple) and a Karma Juice range (Orange, Apple, Apple & Blackcurrant, Apple & Guava, Orange Apple & Mango, Apple Lemon Ginger & Turmeric). Products are available in glass bottles (300ml, 15-pack) and aluminum cans (330ml, 12/24-pack), with mixed dozen bundle options. The company emphasizes B Corp certification, Fairtrade sourcing, organic ingredients, and no plastic bottles. 1% of revenue funds the Karma Foundation supporting kola nut growers in Sierra Leone.
Differentiator
Problem solved
Functional benefit
Products and services
- Organic Karma Cola The flagship organic, Fairtrade cola made with real kola nuts sourced from Sierra Leone, organic barley malt, Fairtrade cane sugar, organic lemon, and vanilla; 100% natural ingredients with no artificial additives.
- Organic Lemmy Lemonade Organic zingy lemonade made with real Sicilian lemon juice (5%), Fairtrade organic cane sugar, natural lemon and grapefruit flavors, and ascorbic acid (Vitamin C) as a natural preservative.
- Organic Gingerella Ginger Beer Authentically brewed organic ginger beer made with Fairtrade organic cane sugar, organic brewed ginger extract, organic lemon juice from concentrate, and natural flavors, with a clean, crisp, and fiery kick.
- Organic Razza Raspberry Lemonade Organic fruity, fizzy raspberry lemonade made with natural lemon, raspberry and grapefruit flavors, black carrot juice from concentrate for color, and Fairtrade organic cane sugar.
- Peach + Guava & Sparkling Water Sparkling water with 100% natural peach and guava, no added sugar, only 49 calories per 330ml can; made with organic apple juice from concentrate (29%) and peach juice (5%).
- Green Apple & Sparkling Water Sparkling water with natural green apple flavor, no added sugar, and 100% natural ingredients, sold as part of Karma's expanding sparkling water line.
- Karma Juice Range Range of juices with no added sugar, preservatives, or artificial sweeteners, made in Aotearoa New Zealand. Includes Orange, Apple, Apple & Blackcurrant, Apple & Guava, Orange Apple & Mango, and Apple, Lemon, Ginger & Turmeric varieties.
- Mixed Dozen Allsorts Mixed case of 12 x 330ml cans featuring a variety of Karma drink flavors, offering customers a selection of the company's product range in a single multipack.
Quantifiable outcome
- Top 5% B Corp score of 127.4 (vs median 50.9)
- +5 more outcomes
Companies that use Karma Drinks Limited
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Karma Drinks Limited technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Karma Drinks Limited partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Honest BurgersminorUK burger chain created Karma Cola special which raised nearly £10,000 for cola farmers in Sierra Leone. The partnership included a visit to Boma village where Honest Burgers founders served burgers to 700 villagers, raising awareness and funds.
- Tiwai Communities (Sierra Leone)corePartnership with 8 villages in the Tiwai region of Sierra Leone for kola nut sourcing. Communities manage Karma Foundation programme funds democratically and decide how to spend and reinvest money for education, healthcare, infrastructure, and entrepreneurship initiatives.
- Fairtrade FoundationcoreKarma Drinks relies on Fairtrade certification to verify ethical sourcing of ingredients. The Fairtrade Foundation provides third-party auditing and certification, ensuring fair prices and community development funds for growers. Karma supports Fairtrade farmers by paying a premium for approximately 90 tonnes of Fairtrade ingredients annually, including organic cane sugar.
- Soil AssociationcoreKarma Drinks is certified organic by the Soil Association, ensuring fewer toxins in production, healthier soil, and more biodiversity. This certification verifies their commitment to organic ingredients and environmental stewardship.
- Ingrilli Family (Sicilian Lemon Farmers)coreFamily of Sicilian lemon farmers (Don Pepe Giuseppe Ingrilli, 88 years old) providing organic lemon juice for Lemmy Lemonade. Farm has been growing lemons since 1880 and was among first in Capo d'Orlando to become officially organic.
Scale indicators15 records
Recent moves6 records
Expansion highlights5 records
Karma Drinks Limited competitors and assessment
Company assessmentDirect peers
- Fever-Tree: UK-listed premium mixer brand with a similar premium-positioning playbook in carbonated beverages; comparable in channel strategy (specialty retail and on-premise) and brand-story-driven marketing, although focused on mixers rather than soft drinks.
- Virgil's: US premium craft root beer and natural soda brand; comparable premium-natural positioning, glass-bottle presentation, and specialty/cafe channel distribution.
- Whole Earth: UK organic soft drinks and confectionery brand with a directly comparable organic and natural-ingredient positioning; competes in the same UK ethical-beverage shelf space Karma is entering.
- Fentimans: UK heritage premium soft drinks and ginger beer brand with similar glass-bottle, naturally-brewed positioning and on-premise distribution into cafes and pubs — directly comparable product and channel mix to Karma.
- Phoenix Organics: New Zealand organic soft drinks and juice brand founded by the same entrepreneur (Chris Morrison) as Karma Drinks; very close comparable in NZ organic beverage category and distribution footprint.
- Olipop: US fast-growing functional/prebiotic soda brand with a better-for-you positioning that competes for the same health-conscious consumer; comparable in premium pricing, ingredient-led storytelling, and DTC + retail distribution mix.
- Poppi: US premium functional soda brand (prebiotic, low-sugar) targeting the same better-for-you consumer segment; comparable in DTC-anchored growth, premium pricing, and modern retail expansion.
- Reed's: US premium ginger beer and craft soft drinks brand with a similar real-ingredient, craft-brewed positioning; comparable target consumer (health-conscious, premium) and overlap in ginger beer category with Gingerella.
- Bundaberg: Australian family-owned premium ginger beer and soft drinks brand; very close comparable in terms of craft-brewed positioning, glass-bottle presentation, and cafe/restaurant channel strength.
Emerging players
- Tractor Soda: Emerging US naturally sweetened craft soda brand targeting health-conscious consumers; comparable better-for-you soft drink positioning, although currently smaller and earlier-stage than Karma.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Karma Drinks Limited social profiles
Digital presenceKarma Drinks Limited compliance and trust
Trust signalCompliance3 records
Karma Drinks Limited financial estimates
Financial estimateRevenue estimate
Valuation estimate
Karma Drinks Limited leadership team
Management profileNumber of profiles
Profiles6 records
Karma Drinks Limited funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Karma Drinks Limited 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 Karma Drinks Limited
What does Karma Drinks Limited do?
Karma Drinks Limited produces and sells a portfolio of organic, Fairtrade soft drinks and juices—including Karma Cola (made with real kola nuts from Sierra Leone), Lemmy Lemonade, Gingerella Ginger Beer, Razza Raspberry Lemonade, a sparkling water line, and a juice range—packaged in 300ml glass bottles and 330ml aluminum cans. The company sells primarily through its own Shopify e-commerce storefront, NZ supermarket chains, and a network of more than 2,000 independent cafes and venues, with 1% of revenue directed to the Karma Foundation supporting kola nut growing communities in Sierra Leone.
Is Karma Drinks Limited a public or private company?
Karma Drinks Limited is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Karma Drinks Limited founded?
Karma Drinks Limited was founded in 2011.
Where is Karma Drinks Limited based?
Karma Drinks Limited is headquartered in Grey Lynn, Auckland, New Zealand, in the Oceania region.
How does Karma Drinks Limited make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Trade Sales and karma Foundation Donations.
Who are Karma Drinks Limited's main competitors?
Direct peers on record are Fever-Tree, Virgil's, Whole Earth, Fentimans, Phoenix Organics, Olipop, Poppi, Reed's and Bundaberg. Tractor Soda is listed as an emerging player.
Does Karma Drinks Limited have an API?
No public API is recorded for Karma Drinks Limited.
What industry is Karma Drinks Limited in?
Karma Drinks Limited's product category is Organic Soft Drinks and Juices. Its primary akta.pro industry code is CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks). Its NAICS code is 312111 and its SIC code is 2086.