May 24

Viewpoint: From Honest to Just: How Coca-Cola’s Fumble with Honest Tea Turned into an Unexpected Gift

By Seth Goldman

Two years ago this month I was informed by senior leaders from The Coca-Cola Company (KO) that Honest Tea, the brand I launched out of my house in 1998, would be discontinued.

Despite the brand’s success as the world’s first organic and Fair Trade certified bottled tea brand, supply chain disruptions during the pandemic made Honest Tea a victim of Coke’s “Fewer, Bigger Bets” strategy.

Photo courtesy of j_arlecchino.

Source: GreenMoney (link opens in a new window)

business development, corporations, failure, supply chains