Just Ice Tea is upping the caffeine with a new cold brew tea line called Awaken, as the brand looks to capitalize on growing demand for better-for-you energy drinks.
Awaken teas contain 120 milligrams of caffeine, equivalent to two espresso shots. The blend is made with organic yerba mate and green and white tea leaves, according to a press release. The drinks will be available at Whole Foods stores beginning Nov. 13 in three flavors: Strawberry Spark, Tropical Takeoff and Honeydew Lime Lift.
The offering is meant to give consumers a high caffeine offering in lieu of traditional energy drinks and sugary coffee beverages.
“There’s no question people are looking for ways to get more vitality out of their day,” Seth Goldman, CEO and co-founder of Just Ice Tea, said in the release. "But we think there’s a way to deliver a little boost without some of the ingredients found in energy drinks."
Just Ice Tea was launched in 2022 by Honest Tea founders Goldman and chef and restaurateur Barry Nalebuff. The tea line consists of a range of sweet and unsweetened teas in a variety of flavors.
Awaken joins a growing number of brands that are looking to reach consumer demand for alternative and functional energy drinks that still provide a boost, but without the jitters associated with coffee or energy drinks.
Many tea brands have jumped into the trend, positioning the beverage as a more natural source of caffeine. Saint James Tea recently released its first yerba mate to attract consumers seeking more caffeine from different sources. Pure Leaf entered the functional beverage space earlier this year with a tea enhanced with L-theanine.
While consumers are moderating their caffeine intake, there remains a market for highly caffeinated products. Coca-Cola’s newly reformulated Mr. Pibb has 30% more caffeine than the original, and Celsius’ Alani Nu brand continues to generate high sales with 200 milligrams of caffeine.
