I used to love Honest Tea. It made me feel so good. The company was the brainchild of Barry Nalebuff and Seth Goldman. It was based on an idea that we could have healthy, great-tasting, and ethically sourced tea. They even wrote up the history of their company, Mission in a Bottle, as an engaging graphic novel.
When they were bought by Coca-Cola in 2008, I thought, “Good for Seth and Barry. They made some money, and Coca-Cola will take the company forward.” I didn’t pay attention to the company for a while, thinking that Coca-Cola was being an attentive steward to the brand. After all, Coca-Cola had the resources to expand Honest Tea’s reach and keep the company alive. That’s why I was so surprised to see the brand Just Ice Tea on the shelves looking exactly like Honest Tea. And when I looked at the back of the bottle, I saw the same message from Seth and Barry I used to see on Honest Tea.
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