Just Ice Tea

Just Ice Tea has been an astounding business story since it launched in the wake of Coca-Cola’s discontinuation of Honest Tea in May 2022. Honest co-founder Seth Goldman – dismayed to see his life’s work ended so abruptly – created Just Ice Tea to fill the coming void for an organic RTD tea brand, and moved with such speed that consumers could still find stray bottles of Honest in stores when it first hit shelves. This year, as Just became the core focus of its parent company Eat the Change, it continued writing a powerful growth story that’s just as impressive as its founding.

Goldman often likes to measure Just’s development in terms of his experience building Honest Tea, and by his estimations the brand has grown about as big in two years as Honest was after 10. Sales were up triple-digits in 2024 and the business is projecting a footprint of 10,000 doors over the next year, with the brand just beginning to broach mainstream outlets in a serious manner. In one sense, Just is the reborn phoenix that rose from the ashes of an iconic brand, but as it racks up sales this is clearly a company that’s swiftly making its own name known.