A caffeine addict through and through, I’ve tried almost every energy drink on the market. 

From staples like Red Bull and Celsius, to up-and-comers like Georgie and Nello, I know which brands work the best for me and which to avoid if I want to prevent that almost-inevitable caffeine crash.

So when Just Ice Tea launched its Whole Foods-exclusive take on an energy drink in mid-November, I was definitely intrigued.

And while the promise of two espresso shots worth of caffeine was enough to draw me in, it was the company’s values that have transformed me from interested sipper to brand loyalist.

Just Ice Tea takes on the energy drink giants

On November 13, Just Ice Tea is launching a new line of highly caffeinated ice teas exclusively at Whole Foods.

Made with a unique blend of organic yerba mate, green tea, and white tea leaves, Awaken contains 120mg of caffeine, organic, Fair Trade ingredients, and no artificial sweeteners or fruit juices.

“There’s no question people are looking for ways to get more vitality out of their day. But we think there’s a way to deliver a little boost without some of the ingredients found in energy drinks,” Seth Goldman, CEO and co-founder of Just Ice Tea, said in a statement accompanying the announcement.

The drinks currently come in three flavors: Strawberry Spark, Tropical Takeoff, and Honeydew Lime Lift. 

“As a chef, I’m always looking for new ways to experiment with ingredients and create exciting flavor combinations,” said Spike Mendelsohn, Co-Founder and Chief Brewmaster of Just Ice Tea.

“By combining our fresh brewing process with creative recipes, we’ve developed a delicious, smooth-tasting tea that delivers a more balanced lift without the crash.”

I tried all three ahead of launch day, and was happily surprised by how light and refreshing they were. And with 60 to 80mg less caffeine than competitors like Bloom and Celsius, they provided me with enough energy to get through my jam-packed day without the mid-afternoon crash.

On November 13, Just Ice Tea launched a new energy drink exclusively with Whole Foods.

Just Ice Tea

The beverage entrepreneur is betting on a different approach

If you, like me, regularly enjoy a good caffeine boost, there’s a good chance you may recognize Goldman’s name. Back in 1998, he co-founded Honest Tea, which was eventually bought by Coca-Cola in 2011 for an undisclosed sum. 

Now, some four years after the beverage giant controversially shut down Honest Tea, he’s back with an all-new entry into the category. This time, he’s teaming up with “Top Chef” alum Spike Mendelsohn.

The pair acknowledge that the category is crowded — in 2025, Grand View Research put the global energy drink market at $85.3 billion with a predicted CAGR of 8.1% — but maintain that there is still plenty of room for newcomers.

More beverage industry news:

• Pepsi sends shocking memo to employees
• Mountain Dew offers an exclusive holiday gift soda only at Walmart
• Coca-Cola gives Walmart an LTO soda exclusive

“We saw all the growth going on with energy drinks and wondered whether people are buying them for all the ingredients or just for the caffeine,” Goldman told me in an interview. “ So we asked, why don’t we focus on providing the clean caffeine that’s in tea and leave out all the other ingredients?”

As consumers pay closer attention to the ingredients in the products they buy, Just Ice Tea believes it has an opportunity to stand out in a category often associated with long ingredient lists and artificial additives.

One study by Numerator found that 80% of Americans place a high priority on clean eating, and 74% try to be aware of a product’s ingredients before purchasing.

Awaken’s appeal, then, could come as much from what it leaves out as what it puts in.

The clean ingredient list also makes the drinks a natural fit for Whole Foods, which will be the exclusive carrier of the products for the first three months.

Just Ice Tea wants to give consumers more than a caffeine boost

But clean ingredients aren’t the only things Just Ice Tea has going for it.

The company is betting that what it stands for can be just as important as what’s inside the can.

The brand is explicitly purpose-driven, which has also proven to resonate with consumers.

One 2025 study from Amazon found that 79% of shoppers are more likely to buy from brands that align with their own values. 

This trend is especially prevalent among younger shoppers. Some 65% of Gen Z consumers prefer companies that have a moral message, according to YouGov. 

For Just Ice Tea, that mission starts with how it sources its ingredients.

The company works with organic and Fair Trade suppliers, building on the sourcing commitments Goldman established with Honest Tea. But it also wants its impact to extend beyond the beverage industry.

“The core thing we’re doing… is building a mission-driven brand that stands for something,” Goldman told me. “Our work with organic and Fair Trade suppliers builds on the foundation established by Honest Tea, and then takes it a step farther with our work to build a diagnostic clinic in Mozambique which will provide access to health care for 10,000 villagers.”

The clinic project, for which Just Ice Tea is leading a fundraising initiative in partnership with MetroBethesda Rotary, is an especially notable part of the company’s mission. The goal is to equip a pathology clinic that will expand access to diagnostic healthcare for approximately thousands of people in the region.

And in an increasingly crowded category where brands are constantly looking for ways to differentiate themselves, the company’s values may prove to be just as important to consumers like me as its caffeine content is.

Related: Barnes & Noble makes a major move as comeback accelerates