Honest Tea is taking a cue from its parent company and starting to play in the carbonated realm. The company, which is owned by Coca-Cola, has introduced Honest Fizz, a line of stevia-sweetened zero-calorie sodas available in Lemon Limey, Orange Pop, Professor Fizz (spiced cherry) and Root Beer flavors.
The Root Beer offering is USDA-certified organic and the company says it's working to convert the rest of the line to organic, like much of the Honest portfolio. All four are available in 12-ounce sleek cans and 6-pack cardboard fridge packs. They'll be sold at natural food and specialty grocers nationwide—exclusively at Whole Foods through Feb. 28. It'll expand to the rest of the natural channel on March 1.
The company says the time was ideal to launch the line because carbonated beverages represent a $50 million-plus opportunity in the natural channel and alternative sweetened brands—especially with stevia extract—are the fastest growing subcategory.
Each can carries a suggested retail price of $1.49, while the fridge pack retails for $5.99.