Honest Tea - Failure Case Study

"Honest Tea - Failure Case Study" is part of the publisher's Success & Failure case study series. In 2022, Coca-Cola announced it would phase out the Honest Tea product line; however, it will continue with specific aspects of the brand such as Honest Kids, that produces juice products.

Coca-Cola stated that the brands Peace Tea and Gold Peak will anchor the company's ready-to-drink (RTD) tea strategy in North America.

Scope

• Manufacturers need to make sure to adapt its product strategy and align with at-home behaviours.
• Targeting Generation Z consumer groups with unusual or trendy formulations is key for success.
• Consistently update products in formulation and packaging to keep uniqueness.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.