Cusa Tea, meanwhile, is one of a new breed of brands seeking to change perceptions of instant tea with a premium organic offering made via a patented cold brew and vacuum dehydration process that yields an award-winning fine soluble tea powder that can be added to hot or cold water for a cup of tea on the go with no teabags and no mess.
The sachets, which are ideal for traveling, are now available online and in around 500 stores including Kings Soopers and REI, and will shortly hit Wegmans, H.E.B. and selected Safeway stores, said founder Jim Lamancusa.
"I think this category could be huge - look at the success of Starbucks Via instant coffee. We're doing the same for tea."