NEW YORK, NY – March 10, 2025 – PAIJA Tea Co., a groundbreaking beverage company, is leading the charge in the emerging ready-to-drink (RTD) non-dairy milk tea category. Founded by actor and hospitality expert Jason Hurt in his Harlem, NYC apartment, PAIJA is bringing a fresh, health-conscious alternative to traditional milk teas. PAIJA is a true family brand, named after Jason’s nephews and niece: Paul, Ava, Isaiah, Jonathan, and Alijah.
Launched in January at NY Creperie in LaGuardia Airport’s Terminal B, PAIJA Tea Co. is rapidly gaining traction in the competitive NYC beverage market. The brand was recently recognized as a semi-finalist in Pharrell Williams’ Black Ambition Prize, further solidifying its innovative approach and market potential.
PAIJA Tea Co. also garnered national attention during a feature on FOX & FRIENDS Christmas Eve morning, reaching an audience of 1.8 million viewers. This exposure highlights the brand’s appeal and its ability to resonate with a broad consumer base.
Driven by a passion for creating a healthier, grab-and-go beverage, PAIJA offers a unique blend of authentic flavors and non-dairy ingredients. The brand is committed to partnering with NYC staples, including bodegas, cafes, and corporate business catering partners, to provide PAIJA as a convenient and delicious alternative.
“We’re thrilled to be establishing a new category with our non-dairy RTD milk teas,” says Jason Hurt, Founder of PAIJA Tea Co. “We understand the customer demand for delicious drinks that are not packed with preservatives, and our goal is to provide a premium, accessible beverage that caters to the growing demand for healthier options. That’s why our beverages are made ready-to-drink with a five-day freshness guarantee, ensuring we consistently deliver the most delicious, high-quality beverage. Handcrafted means handcrafted. Consumers pay a premium for cocktails worldwide because of the intention that goes into mixing complex drinks. With PAIJA, we care the same way and will deliver a premium, exotic milk tea beverage every time. In a way, we are changing the narrative. Our message is simple: in the vision for PAIJA, as it relates to our freshness guarantee, if it goes bad, it’s good. That’s the PAIJA ethos.”
PAIJA Tea Co. is currently available for direct-to-consumer sales online within NYC and is actively seeking partnerships to expand its distribution network.
Highlights:
- Launched in January at NY Creperie in LaGuardia Airport’s Terminal B.
- Semi-finalist in Pharrell Williams’ Black Ambition Prize.
- Featured on FOX & FRIENDS Christmas Eve morning, reaching 1.8 million viewers.
- Founded in Harlem, NYC by actor and hospitality expert Jason Hurt.
- Family brand, named after Jason’s nephews and niece: Paul, Ava, Isaiah, Jonathan, and Alijah.
- Focus on partnerships with local NYC businesses for grab-and-go availability.
About PAIJA Tea Co.:
PAIJA Tea Co. is a Bronx-based beverage company specializing in premium ready-to-drink non-dairy milk teas. Committed to using fresh ingredients and bold flavors, PAIJA aims to establish a new standard in the RTD beverage market.
Contact:
(e) helloatpaijateacodotbiz (w) wwwdotpaijateacodotbiz (IG) @paijatea
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