潜水简介：
- Eat the Change, a business co-founded by Honest tea developer Seth Goldman, raised $14.5 million for its Just Ice Tea set to hit the market next month. Collaborative Fund committed $6.5 million and S2G Ventures $3.25 million. The remaining money is coming from a combination of Honest tea stakeholders like co-founder Barry Nalebuff, distributors and suppliers.
- 资金用于建立和扩展生产，并承诺大量购买瓶子，帽子，茶和成分。该品牌将于9月和10月在全国范围内在华盛顿特区启动。
- The new launch would come just four months after Coca-Cola announced it would be在2022年晚些时候停用诚实的茶，在市场上留下了一个有机，公平贸易认证且甜蜜饮料的空白。
潜水见解：
在决定公开以结束诚实茶的决定后几天，高盛就已经在努力推出一个新品牌来填补空白。
Just Ice Tea将是一家两岁的初创公司，将是一家饮食变化的一部分，从胡萝卜，蘑菇和其他植物成分中生产环保，营养丰富的小吃。
Slowly, new details of the tea brand are trickling out, but many key bits of information have yet to be made public, most notably the flavors and which retailers will carry it.Goldman told Food Dive earlier this yearthat as Eat the Change developed recipes and formulations for the new brand he expected “some of them will be very similar to what’s already out there from Honest tea.”
The $14.5 million is higher than any fundraising round for Honest tea, a testament to Goldman’s strong track record of nurturing and providing insight to companies like Honest, Eat the Change and alternative meat company Beyond Meat, where he is chairman.
Goldman’s new tea brand also is entering the market at a much faster speed. While Honest tea grew organically, Just Ice Tea is going national with major retailers in a matter of weeks of its launch, according to a spokesperson.
Once it debuts, the offering will find itself going up against other premium brands in the space also riding the growing demand for tea and better-for-you beverages. These include Coca-Cola’s Gold Peak; PepsiCo and Unilever’s Pure Leaf; and Tazo,acquired last year from Unileverby private-equity firm CVC Capital Partners.
But Goldman has contended the departure of Honest tea leaves a notable void in the marketplace for an organic, Fair Trade Certified and less-sweet beverage, even with these big-name brands commanding a large share of sales in the broader tea category.
毫无疑问，鉴于他在行业中的联系，高盛毫无疑问地筹集资金来推出冰茶 - 但也有可能投资者分享他的愿景，即有机会在原本竞争激烈的茶类中蓬勃发展。值得注意的是，他不仅吸引了S2G这样的公司的投资，该公司投资于更健康，更可持续的方式生产粮食和饮料，而且还从分销商和供应商等合作伙伴中投资，这些合作伙伴将在定义Ice Tea的早期成功方面发挥作用。
