• by Barbie Romero , May 19, 2026

When Coca-Cola discontinued Honest Tea, founder Seth Goldman didn't walk away. He turned a viral LinkedIn post into a supply chain movement and launched Just Ice Tea, proving that loyal fans can resurrect a brand with purpose.

• Launched in September 2022: Coca-Cola announced on May 23, 2022 that it would be discontinuing Honest Tea before the end of the year. Just Ice Tea launched just 101 days later, on September 1, 2022, meaning Honest Tea and Just Ice Tea sat on the same shelves for a few weeks.

• A Viral Rallying Cry: Seth ’s LinkedIn post on May 23, 2022 sharing the news about Honest Tea’s discontinuation garnered millions of views and helped mobilize the entire supply chain, from suppliers to retail partners, to bring Just Ice Tea to life in record time.

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  Brand Name Double Meaning: Just Ice Tea can also be read as Justice Tea— reminiscent of Honest Tea and Honesty. The Just Ice Tea logo also includes the word “Tea” running down the right side and “juice” down the left.

• New Team, Same Home: Just Ice Tea still works out of the original Honest Tea headquarters on Bethesda Row in Bethesda, Maryland. We've been selling organic tea there since 2007.

• Growing at Record Speed: Since launch, Just Ice Tea has sold more than 70 million bottles and cans and is already larger than Honest Tea was in its eleventh year.

• More Than Just Ice Tea: Through Fair Trade premiums and fundraising efforts with Rotary International, Just Ice Tea has raised more than $100,000 to open a diagnostic health clinic in its primary supplier community in Mozambique. The ribbon cutting is later this year for the clinic, which is expected to serve more than 10,000 villagers.

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