Shaka

Shaka Tea, based in Hilo, Hawaiʻi, produces deliciously refreshing iced teas. They are offered in a variety of island-inspired flavors and brewed with māmaki tea leaves, a rare plant native to Hawaiʻi. What sets Shaka Tea apart in the competitive beverage market isn’t just its zero sugar, zero caffeine, zero carbs, and zero calories—attributes that have become almost standard in today’s health-conscious environment. But more than that, Shaka Tea delivers a unique experience, bridging consumers to the flavors and feelings of Hawaiʻi.

As Shaka Tea gained popularity in Hawaiʻi, it began to attract attention in the continental United States in 2018. The brand’s unique story, its hero ingredient, māmaki, and its one-of-a-kind flavors made it a natural fit for markets outside of Hawaiʻi. The turning point came in January 2022, when Shaka Tea was acquired by family-owned and operated Irresistible Foods Group (IFG), the parent company of King’s Hawaiian.

“Shaka Tea represents an aspirational business model that utilizes direct trade to produce refreshing herbal iced teas inspired by island flavors. Shaka Tea’s products are brewed with a hero ingredient, māmaki, which is endemic to Hawaiʻi, sourced directly from local farmers on Hawaiʻi Island. By growing this brand, our family has the opportunity to share a taste of home with the world while also helping to revitalize the local Hawaiʻi agriculture industry,” says Winston Taira, President & CEO, Shaka Tea.

The IFG team was particularly drawn to Shaka Tea for its irresistible, delicious flavors that are both calorie- and sugar-free—a rare feat in the beverage industry. Equally compelling was Shaka Tea’s strong connection to Hawaiʻi and dedication to rejuvenating the local agricultural ecosystem. Shaka Tea’s origin story is reminiscent of another brand within the IFG portfolio, King’s Hawaiian, founded by the Taira family in Hilo, HI, in the 1950’s.

The acquisition provided Shaka Tea with the resources and support needed to expand its reach while staying true to its roots. With the backing of IFG, Shaka Tea has grown its presence across the United States, bringing the flavors of the islands to new locations while maintaining the authenticity and sustainability central to the brand. Adopting innovative agricultural practices, such as direct trade and restorative farming, Shaka Tea is leveraging its business model to promote local agriculture, enhance the economy, and preserve Hawaiʻi culture.

Island Vibes in Every Sip

With its carefully crafted beverages, Shaka Tea opens a portal to a Hawaiʻi state of mind, a state of delight and recentering. Even for those who have never lived or visited the islands, the refreshing taste of Shaka Tea evokes an inherent sense of relaxation and rejuvenation. While other brands may chase fleeting trends, the heart of Shaka Tea’s mission is to spread island vibes with the world through its flavorful, good-for-you beverages, all while giving back to the land and community of Hawaiʻi.

Shaka Tea offers two leading product platforms, primarily focusing on its ready-to-drink line. Twelve-ounce slim cans, packaged for single servings, feature five, soon to be seven flavors, each inspired by flavors reminiscent of the islands. The current offerings include Mango Hibiscus, Pineapple Mint, Passion Orange Guava—a nod to the beloved Hawaiʻi POG juice—Lemon Rose, and Guava Ginger.

In addition to the ready-to-drink teas, Shaka Tea offers a smaller, brew-at-home product line with three distinctive flavors: Sunset is calming, Sunrise is an invigorating blend to start the day, and Blue Magic changes color as it brews. While the line of 10-ounce sachets is available in select locations, Shaka Tea’s primary focus remains on its ready-to-drink offerings.

Revitalizing Hawaiʻi Island

The Shaka Tea team firmly believes that their business should positively impact the environment and the people of Hawaiʻi. This belief is reflected in every aspect of their operations, from sourcing ingredients to interacting with customers.

Building a brand around a plant that is not widely cultivated poses both challenges and opportunities. Māmaki is a plant endemic to Hawaiʻi that grows well under Hawaiʻi’s tropical canopy, meaning that it can be cultivated without deforestation or other environmentally harmful practices. Shaka Tea has worked closely with local farmers to ensure that the māmaki is grown using sustainable methods, helping to preserve Hawaiʻi’s natural beauty for future generations. The company has also invested in the local community, providing jobs and economic opportunities in a region historically struggling with poverty.

Shaka Tea was founded in Honolulu and is today headquartered in Hilo, Hawaiʻi Island. Their operations team takes in and processes a steady supply of māmaki weekly. They adopted a direct trade model, working closely with local farmers to cultivate māmaki sustainably. Unlike fair trade, which often involves intermediaries, direct trade allows the company to build personal relationships with the farmers, ensuring they receive fair prices while encouraging sustainable farming practices.

“Shaka Tea isn’t just another tropical beverage; it’s a product for Hawaiʻi, of Hawaiʻi, and from Hawaiʻi. Every can tells a story of supporting local farmers through direct trade and celebrating a plant that can only be found in Hawaiʻi,” says Zach Vitztum, Vice President.

One of Shaka Tea’s most significant initiatives was distributing 35,000 māmaki seedlings to local farmers. This initiative helped ensure a steady supply of the plant and provided farmers with the tools they needed to cultivate māmaki successfully. By educating farmers on sustainable farming practices and offering competitive prices for their crops, Shaka Tea has created a new micro-economy on Hawaiʻi Island, built on respect for the land and the people who work it.

The hands-on approach creates the opportunity for a more profound impact on the local community. By providing farmers with a reliable source of income, the company is helping to revitalize the local farming economy. For many farmers, māmaki has become a vital source of income, with some even able to pay off their mortgages thanks to the earnings from Shaka Tea.

Quest to Share the Spirit of Hawaiʻi, One Can at a Time

Shaka Tea believes that Hawaiʻi is truly a special place, one that deserves to be protected and beloved. The spirit of Hawaiʻi—its sense of community, respect for the environment, and appreciation for natural beauty—and its ability to refresh and rejuvenate the soul can be shared with people around the world. As the brand grows, Shaka Tea remains committed to spreading this sentiment, one can at a time.

Shaka Tea has carved out a unique position by staying true to its values and offering a deliciously pure product and a unique consumer experience. In the notoriously competitive beverage industry, where new trends and products constantly vie for consumers’ attention, Shaka Tea offers simple refreshment that elicits the untouched nature of Hawaiʻi. With its one-of-a-kind, island-inspired flavor combinations, Shaka Tea transports its consumers to a momentary state of happiness, delight and rejuvenation – similar to how you might feel after spending time in Hawaiʻi. The company has earned a loyal following among its consumers looking for more than just another drink.

Shaka Tea plans to expand its product offerings and reach even more consumers in the coming years. The company is exploring new flavors and formats, including multi-packs and larger sizes, to meet the needs of its growing customer base. There are also plans to introduce entirely new products that build on the success of the ready-to-drink teas, offering consumers new ways to enjoy and experience the unique ingredients and flavors of the islands.

Shaka Tea is also determined to give back to the community of Hawaiʻi. Its commitment to authenticity and sustainability will continue to drive Shaka Tea’s growth in the future. The company plans to deepen its relationships with local farmers, expand its distribution network, and introduce new products inspired by Hawaiʻi. At the same time, Shaka Tea will continue to prioritize the well-being of the environment and the communities it serves, ensuring its success benefits everyone involved.

There’s a story in every can of Shaka Tea—one of Hawaiʻi’s rich cultural heritage, sustainable farming practices, and a small company’s big dreams. As Shaka Tea expands its reach, more people will have the opportunity to experience that story for themselves, one refreshing sip at a time.