The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
.png)
.jpg)
ChaiTea combines wellness and youth culture: A new beverage brand redefining the iced tea category by blending health, lifestyle and energy.
Innovative approach to functional drinks: ChaiTea offers tea-based beverages with natural ingredients providing a healthier alternative to conventional sodas with innovative concept of hydration Chaibiotic complex to be launched in Q1 2026.
Marketing strategy driven by influencers collabs: Partnering with one of Poland's leading Gen Z content collectives has led to record engagement and sales.
Ambitious growth targets and technological innovation: With a focus on eco-friendly production, sustainable packaging and advanced technology, ChaiTea aims to eceed 10% of the market share by 2030 and over PLN 100 million (approx. $27.5 million) turnover.
From superfoods to functional iced tea – founders with proven FMCG success
ChaiTea is the latest venture from entrepreneurs Michał Czerwiński and Artur Gajewski, whose track record includes building two of Poland’s fastest-growing health food brands – Purella Superfoods and BeRAW (co-created with personal fitness trainer Ewa Chodakowska). Their success culminated in a high-profile M&A deal merging Purella with Bakalland to form FoodWell, now generating over PLN 600 million (approx. $165 million) annually.
Leveraging over a decade of experience in innovation, product development and brand building, Czerwiński (CEO of Best Drinks Company) and Gajewski (VP & CMO) have turned their attention to redefining iced tea – one of the fastest-growing beverage categories in Poland. Their vision: a functional tea brand that resonates with Gen Z and millennials, offering healthier, craft-style alternatives to mass-market sodas.
A modern alternative in a growing category
ChaiTea’s portfolio is built entirely on real tea extracts – black, green or yerba mate – delivering two to three times more tea content than conventional iced teas. All products are naturally formulated, with no artificial sweeteners or preservatives, and are designed to meet both functional and emotional needs.
Product lines include:
ChaiKola Classic and Cherry: Sparkling black tea colas with kola nut, spices and fruit juice. Lower sugar (8.5g/100ml) and tea-based caffeine make them a smart alternative to conventional cola.
ChaiMate Orange and Berry & Grape: Yerba mate–based sparkling energy drinks with guarana, offering natural, sustained energy without synthetic additives.
ChaiGreen: Non-carbonated green tea blends for wellness and refreshment, with flavours like peach, lemon and jasmine.
This craft-driven design and healthier formulation answer a clear consumer shift: both retailers and shoppers are looking for higher quality, distinctive beverages that stand out on the shelf.
Marketing that sells – influencer collaboration and viral activation
ChaiTea’s market entry has been as bold as its flavours. The brand partnered with DRE$$CODE, one of Poland’s most influential Gen Z creator collectives, to launch a limited-edition peach and berry line exclusively at 13k Żabka’s stores. The collaboration was structured as a revshare partnership, enabling high impact with lean budgets – echoing the founders’ earlier success with BeRaw.
In just few weeks, campaign content tagged #ChaiTea&Dresscode generated over 40 million views and 3 million interactions, mainly on TikTok and Instagram – the social spaces where Gen Z lives.
To celebrate selling 1 million cans in three weeks, ChaiTea launched a UGC contest with Żabka: fans built creative art installations from ChaiTea cans for a chance to win a trip to Burning Man in Nevada, US. The activation drove multi-pack purchases, encouraged organic storytelling around creativity and sustainability and deepened community engagement.
Riding global beverage trends
ChaiTea’s positioning taps into some of the most powerful beverage trends identified in global market analysis:
Functional beverages boom
The functional drinks market is projected to reach $296.67 billion by 2035, with iced tea evolving from simple refreshment into a “wellness delivery system”.
Gen Z’s consumption-influence paradox
While certain niche drinks represent a small share of weekly consumption, they dominate social influence. ChaiTea addresses this with products for both high-frequency use and high-impact brand buzz.
Sober curious and mindful drinking
Consumers are increasingly replacing alcohol with natural, functional drinks that promote balance and mental clarity. ChaiTea’s green tea and yerba mate lines already tap into this with caffeine from tea leaves and guarana – offering energy without overstimulation.
Emotional hydration and daily rituals
Beverages are no longer just for hydration – they’re part of wellness rituals. Consumers seek drinks that relax, uplift and reflect emotional needs. ChaiTea is exploring blends that bring calm and clarity through herbal profiles like green tea, yerba mate or jasmin.
Functions and biohacking
The rise of products enriched with electrolytes, adaptogens, nootropics or pre and probiotics reflects a shift toward smart, personalized hydration. Next ChaiTea innovations will fuse tea tradition with modern functional benefits – from stress support to focus-enhancing ingredients. R&D works currently on great concept binding hydration with nutrition and our Chaibiotic complex – novelties to be launched in Q1/Q2 2026.
Sustainability as a competitive necessity
With 67% of consumers considering packaging in purchase decisions, ChaiTea uses recyclable cans and explores biodegradable options.
Premium processing technologies
Future innovations may include cold-brew methods for smoother taste and higher antioxidant retention, and AI-powered production for consistent quality and reduced waste.
Ambitious growth plans
ChaiTea’s growth trajectory is matched by equally bold targets. The brand, which has already secured around 1.1% market share by value in Poland’s RTD tea segment, aims to reach 10% by 2030 and exceed PLN 100 million in annual revenue.
Distribution is expanding at high speed. A year ago, ChaiTea’s two SKUs were available only in Żabka; today, the range has grown to ten SKUs in Carrefour, Kaufland, Dealz, Rossmann, Hebe, Shell, Circle K, MOL and Auchan. In August 2025, the brand enters Delikatesy Centrum, begins partnerships with Stokrotka and Duży Ben, and launches an activation with Biedronka.
E-commerce is also a priority, with a branded store on Allegro and availability through Frisko, Bolt, Lisek and Żabka Jush. International expansion has begun, with the first containers shipping to the UK.
The Chai way forward
For Czerwiński and Gajewski, ChaiTea is more than just a drink – it’s a cultural and lifestyle proposition. In a category dominated by global giants, they’re proving that a local brand, rooted in quality, innovation, and authentic storytelling, can grow fast and win loyalty.
“Today’s young consumer doesn’t need a discount – they need a reason to be part of something bigger. ChaiTea creates that space,” says Czerwiński.
With its rapid distribution growth, strong alignment with global trends, and a proven leadership team, ChaiTea is on track to become one of the defining beverage brands of the next decade – doing it “the Chai way”.
