The News
Tama Tea has been selected as a Golden Ticket winner by KeHE Distributors, granting it access to KeHE's network of 30,000+ retail locations across North America. The brand will debut at the KeHE Buying Show in Chicago on June 10-11, 2026. Tama Tea is an unsweetened tea brand with a clean-label formula featuring just five ingredients or less, zero added sugar, and no artificial sweeteners.
If you’re looking for a natural‑food aisle pick that actually tastes good, the latest KeHE Golden Ticket win deserves a second look.
The award gives access to more than 30 000 North American retail locations, far beyond the typical launch footprint for new tea brands.
Tama Tea—a blend of unsweetened yerba mate and green tea with five or fewer ingredients—has been selected as a Golden Ticket winner by KeHE. The prize gives the brand immediate access to the distributor’s network, bypassing the typical multi‑year ramp‑up that sets it apart from the hundreds of applicants KeHE reviews each year.
The win matters against current market dynamics. Unsweetened tea is projected to grow at 6.8 % CAGR through 2030, and Q1 2026 saw a 12.3 % YoY jump in sales volume for the broader unsweetened beverage category, underscoring clean‑label momentum. In addition, 34 % of new product launches in the natural channel this year were clean‑label, showing retailers are actively seeking brands with short ingredient lists.
Tama’s five‑ingredient formula sits within that sweet spot, and its zero‑added‑sugar promise aligns with consumer demand for healthier drinks. The PR highlights no artificial sweeteners and a clean label, but the operational upside comes from KeHE’s reach. KeHE serves more than 30 000 retail locations—a scale far beyond the typical launch footprint for new tea brands.
That scale can drive higher inventory velocity for retailers moving a product with a proven clean‑label pedigree when consumers are willing to pay a premium for transparency. Distributors may consider adding Tama Tea in the next replenishment cycle and tracking depletions closely. The brand’s support from KeHE—promotional programs at no extra cost—offers a low‑risk entry point into the growing unsweetened segment.
Retailers can slot it alongside other clean‑label staples, leveraging the 27 % repeat purchase premium that products with five or fewer ingredients enjoy in the natural channel. On‑premise managers may consider adding Tama to their non‑alcoholic menus, as the brand’s clean‑label profile aligns with current consumer preferences for healthier options.
KeHE’s Golden Ticket serves as a distribution lever that places a high‑growth, clean‑label tea in front of more than 30 000 stores. Retailers positioned to capture the 12.3 % YoY lift in unsweetened tea sales this quarter stand to benefit.
Original Press Release
Unsweetened Tea Brand Selected for Rapid Expansion; Debuts at KeHE Buying Show in Chicago, June 10-11, 2026
Tama Tea has been selected as a Golden Ticket winner by KeHE Distributors, one of North America's largest natural and organic food distributors. The honor recognizes Tama Tea as one of the most promising emerging beverage brands and grants immediate access to KeHE's network of 30,000+ retail locations across North America. Tama Tea will make its official debut at the KeHE Buying Show on June 10-11, 2026, in Chicago at McCormick Place.
The Golden Ticket award is highly competitive. Selected from more than hundreds of applicant brands and evaluated by KeHE category managers on innovation, ingredient integrity, taste, scalability, packaging, purpose, and passion.
"Winning the Golden Ticket validates everything we've built," said Kelly Struble, CEO and founder of Tama Tea. "KeHE's buyers saw what we saw: a real market gap for unsweetened, clean-label beverages. This isn't just distribution; it's a partnership with a leading curator of natural food innovation. The June show in Chicago is a moment to prove we're ready to scale and plan for rapid growth."
Why Tama Tea Stands Out
Tama Tea's positioning directly addresses what health-conscious retailers and consumers want: transparency and integrity. The brand features just five ingredients or less (yerba mate or green tea, plus complementary fruit and botanicals), zero added sugar, and no artificial sweeteners. This clean-label approach has proven to resonate with customers by generating exceptional repeat buyer performance.
Market Opportunity
The unsweetened energy drink category is experiencing significant growth as consumers move away from mainstream sugary beverages. KeHE's retail network positions Tama Tea to capitalize on this shift across independent natural food stores, co-ops, and specialty retailers; the exact channels where health-conscious consumers shop.
"This is a major validation moment. KeHE doesn't select Golden Ticket winners lightly, and being chosen from hundreds of competitors means our approach passed the highest standard for natural foods retail. We've been ahead of this trend for years, and we're excited to show retailers why "Not Sweet, Not Sorry" is the future."
Sources consulted (web research):
- Kehe Picks Tama Tea As Golden Ticket Winner Betting Big On Unsweetene…
- Mixxers Selected For Kehe Golden Ticket And 2026 Elevate Program Acce…
- Kehe Picks 44 Golden Ticket Winners Latest Trendfinder Event
Source: BevNET