I’m Kevin Tang, founder of Kaytea Drinks.

What Is Kaytea drinks about?

In North America, Iced Teas (Coldbrew) is a bustling £2bn marketplace. Yet, in the UK, despite being the second fastest-growing soft drink sub-category (after cold brew coffee), there is still a lack of appreciation for brands like Kaytea that are perfectly placed to fill the 'clear space' that currently exists between synthetic, sugar-rich sodas on one side and the world of new, often over-promising and needlessly gimmicky functional drinks on the other. The ultimate goal of any well-thought-through soft drink is to do one thing exceptionally well (refreshment) rather than a few things just alright.

What has recently focused the minds of both retailers and consumers is the growing hubbub surrounding the detrimental side-effects of aspartame, the go-to sweetener in many diet soft drinks. This is coupled with a growing realisation that while carbonation does provide a pleasant mouthfeel, it is often used by manufacturers as a surreptitious means to mask the unappealing taste of synthetic sweeteners.

What was the moment you decided to get behind Kaytea and make it happen?

As a well-travelled tea enthusiast who has historically lived around the world, carrying out an array of blue-chip bank consultancy roles in debt financing, I was surprised when I arrived in the UK—a so-called mecca for fine tea appreciation—to find how limited the choices were. Brands like Jimmys were truly flying the flag for top-notch iced coffee, but there was no one really championing iced tea, whether it be the diverse range of intriguing flavour possibilities or its unparalleled ability to pair with great food.

Why didn’t you wish to join the functional drinks bandwagon?

In all honesty, it would have been the easiest thing in the world to mix in blends of man-made vitamins and minerals to claim some arbitrary functional prowess. However, that felt somewhat counter-intuitive for a brand that prides itself on 100% transparency, a brand that is proud of both its organic and fair trade credentials, and is on a longer-term mission to secure B-Corp status.

Tea appreciation and refreshment sits front, middle and centre of our brand, which is why our master blender visited in excess of 250 tea estates before settling on our preferred providers.

What’s the best decision you’ve made so far?

To stand out.

Firstly moving 100% to slimline aluminium cans which has opened accounts that were historically out of reach (airlines, vending, university campuses and garden centres) urban retailers like Zapp and contract caterers that supply high profile head offices like Google, WeWork, Netlflix & Bloomberg….). We did love our glass packaging which we chose once again for sustainable motives, however aluminium cans tick the same box and breakages are now nominal.

Secondly our commitment to create soft drinks that pair meticulously with soft drinks, as opposed to historically sugar-saturated soft drinks that subdue your taste buds. Our two most high profile accounts to date (Sainsbury’s and M&S) came about because they were looking for imaginative yet indulgent soft drinks that coupled effortlessly with sushi.

Did you always think you’d end up as an entrepreneur?

I’ve always had an inquisitive, problem-solving mind!

Tell us something about your brand that we may not know.

Our instantly recognizable koala in sunglasses brand logo has nothing to do with obscure Australian heritage or eucalyptus appreciation, it was merely an in-team joke about quality sounding like ‘koala tea, and the joke stuck

What’s your favourite Kaytea flavour?

White Peach is our undisputed product hero however Sparkling Rosay since its transition to cans is enjoying something of a cult status and can even count upon some Royal and celebrity support!

Your biggest frustration around succeeding in the UK?

In the UK opinions on iced tea are probably clouded by mass-produced offerings like Liptons which is nothing to do with best-in-class tea leaves and all to do with commercial powders made on an industrial scale. We’ve nothing against mass-market offerings however consumers need to be aware that authentic offerings needn’t cost the earth. The good news is that today, more than any other time tyere’s a growing appreciation of ingredient integrity and real food. By sticking stubbornly to top drawer ingredients we can make low calorie drinks because there is no padding out/masking going on.

Best entrepreneurial advice?

Take temporary set-backs with good grace as they will undoubtedly provide your most compelling insights!