Editor's Note: Since the publication of this news item, JOYO has gone through a refresh and relaunched with a new name (Juni), new packaging, and a new formula that is vegan, zero sugar and packed with adaptogens and nootropics including, ashwagandha, lion's mane and reishi mushroom.
The JOYO brand was co-founded by Jay Shetty, a life and purpose coach, bestselling author and podcast host, along with his wife, Radhi Devlukia-Shetty, a plant-based recipe developer and fitness and well-being enthusiast.
As the popularity of canned beverages continues to skyrocket, JOYO said its sparkling teas offer a “premier way for tea drinkers to enjoy their favorite healthy beverage while catering to the modern, grab-and-go lifestyle.”
The functional beverage market is projected to reach $68.9 billion by 2027, per a report from Research And Markets, with the RTD tea industry expected to reach $38.9 billion by 2027, according to Allied Market Research.
The new JOYO's teas are available in five blends: Unsweetened Black Tea, Raspberry Black Tea, Black Tea with Lemon, Peach Black Tea and Tropical Green Tea. Each tea is crafted with ayurvedic ingredients and a proprietary blend of five adaptogens, including L -Theanine, Lion's Mane Mushroom, Reishi Mushroom, Panax Ginseng and Acerola Cherry Extract.
“As life-long tea drinkers, we are thrilled to offer modern consumers a more convenient and portable way to enjoy tea,” said Devlukia-Shetty. “With the word joy repeatedly coming up in our initial conversations for the brand, we came up with the name JOYO to encapsulate this celebratory feeling.”
To celebrate the launch, a JOYO-branded truck appeared at Erewhon locations within Shetty and Devlukia-Shetty’s hometown of Los Angeles, from Aug. 19 through the 21st, to introduce consumers to the brand and to offer complimentary samples.
“We created JOYO for the health conscious consumer with the goal of enhancing their body and mind, and we feel Erewhon is the perfect retail partner for our initial launch,” noted Shetty. “We love everything that they stand for and how they have built a brand that offers exceptional products and creates healthier communities.”
Kim Perell, the CEO and founder of 100.co – an AI-powered consumer brand group that partnered with the two entrepreneurs to create JOYO – said, “With a growing demand from consumers, JOYO is perfectly positioned to disrupt the category by offering an affordable, functional sparkling canned tea crafted with adaptogenic benefits and organic good-for-you ingredients.”
The new sparkling teas are available for US$3.49 a can at all seven Erewhon stores.
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