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That same price differential, Goldman said, could keep Honest Kids from popping up in school channels any time soon, but another tea brand has taken the rush of sodas leaving school vending machines as its cue to enroll for class.
Clayton Christopher, founder and CEO of Sweet Leaf Tea, said his company added 12 oz. plastic bottles to their lineup to get the product into schools in Texas. Students can currently buy Sweet Leaf in about 30 percent of the state’s middle and high schools, Christopher said, and will soon be available in schools in Florida and Colorado.
“It’s a win-win for us,” Christopher said. “It’s not like we’re selling it at cost, (and) it also does a great job of building the brand with the young consumer.”
And it won’t be long before that young consumer is a grown-up consumer with his or her own disposable income.