Morning Brew - ☕ Tea for all

Pure Leaf and the wave of brands refreshing the tea category.
April 02, 2024

Retail Brew


It’s Tuesday, and fast food workers in California are now getting paid at least $20 per hour, per a new state law that took effect yesterday. This positive news for workers kicked off a big week for the labor market. The monthly jobs report is due out Friday, and economists are expecting the momentum of recent months to continue.

In today’s edition:

—Erin Cabrey, Alex Vuocolo, Andrew Adam Newman


Tea party

Bottle of Pure Leaf iced tea Pure Leaf

Here’s the tea on tea: It’s the second-most consumed beverage in the world, while bottled and canned iced tea specifically is a now $4.6 billion category, per Circana data ending February 25. Like many beverage categories, it’s dominated by a few players—AriZona is nearly neck and neck with Pepsi and Lipton’s joint venture Pure Leaf—though a group of new players are hoping to shake things up.

Pure Leaf, holds just over 21% market share with $988 million in sales, with AriZona just slightly above it with more than $1 billion in sales, per Circana. Coca-Cola’s rival tea brand, Gold Peak, has nearly 13% market share, and Lipton and Pepsi’s Brisk round out the top five. New brands like Honest Tea founder Seth Goldman’s Just Ice Tea, AriZona co-founder John Ferolito’s Saint James, Morgan Wallen’s The Ryl Co., and products from buzzy brands like Liquid Death and Swoon, have recently cropped up, promising better-for-you or sustainably sourced offerings.

But Pure Leaf isn’t resting on its laurels. It’s focusing on innovation like its first zero-sugar offering, Zero Sugar Sweet Tea, which debuted last week. Julie Raheja-Perera, general manager and VP North America of the Pepsi Lipton Partnership, told Retail Brew she is “very bullish around the future of the category.” The swath of emerging brands, focusing on attracting new consumers, are too—so is there room for everyone?

Keep reading here.—EC



Feelin’ (your) content?


Modern retailers know—or should know—that quality content is the key to building a positive brand experience at every stage of the customer journey. But can a composable content platform help connect digital teams and make this mission a reality every day?

Contentful’s The retail guide to composable content can be your team’s blueprint. Propel your biz forward by learning what a market-leading composable content platform looks like, as well as:

  • How to retain customers with personalized, dynamic pricing
  • How to keep your in-store and digital content in one place—from storefronts to digital apps

All the above is possible, BTW, with a composable content platform. Save on engineering costs and streamline your operations across the board with Contentful’s findings as your (free) guide.


Carrying on

UPS Nate Hovee/Getty Images

UPS is set to become the US Postal Service’s primary air cargo carrier, replacing FedEx, which spent two decades in the role. But who exactly is losing out in the shipping industry shake-up is unclear, as FedEx hinted that ending the contract could help drive efficiency and profitability.

“Upon the conclusion of the contract, we will implement adjustments to our network that will drive efficiencies and create more flexibility,” the company said in a statement. “The elimination of structural costs currently in place to support postal service volume will be addressed and, in conjunction with our DRIVE efforts, FedEx profitability will improve in FY25 and beyond.”

An industry expert made a similar point in February. Barclays analyst Brandon Oglenski told FreightWaves that dropping USPS could improve profitability at the company, which is currently in the midst of a reorganization designed to streamline its operations.

On the deal, FedEx said it was “unable to reach mutually agreeable terms,” despite expressing confidence that it would extend the contract as recently as March 21.

Keep reading here.—AV



Not milk?

An illustration where containers of dairy milk and plant milk are pitted against one another in a basketball game. Aaron Steckelberg/the Washington Post

The dairy industry’s ongoing effort to restrict beverages made from almonds, oats, and other plants from calling themselves “milk” suffered a setback in 2023, when the FDA ruled that they could continue labeling themselves as such.

Part of dairy brands’ objection has been strictly definitional: They argue that milk is produced by animals and, as former FDA Commissioner Scott Gottlieb memorably put it in 2018, “an almond doesn’t lactate.”

Dairy farmers and brands also have argued that cow milk is nutritionally superior to non-dairy alternatives. “Everybody wants to be milk,” stated a 2023 commercial that mocked plant-based milk from the California Milk Processor Board, best known for its “Got Milk” campaign. “It remains the undefeated real, healthy, tasty beverage champion.”

Entangled in competing corporate interests and consumer preferences, the dispute over which of the beverages is superior may never be settled. But that didn’t stop the Washington Post from entering the fray (and whey) on March 21, when it published an interactive feature under the headline, “Dairy vs. plant milk: Which is better?”

Keep reading here.—AAN




(Omni)channel a better CX. To deliver a modern and memorable shopping experience and transform business capabilities, brands need to turn challenges into opportunities. That’s why NewStore, commercetools, and ChangeCX teamed up to create the 2024 Omnichannel Leadership Report. This report assessed 700 brands in 10 countries to help brands elevate their experiences.


Today’s top retail reads.

Going boxless: Amazon is on a mission to cut back on the use of cardboard packaging to ship its products. (CNBC)

The dearly departed department store: Going deep on the past, present, and future of the department store. (Forbes)

Fast profits: Fast fashion retailer Shein more than doubled its profits to $2 billion last year, as it waits for authorities in London and New York to greenlight a planned IPO. (The Guardian)

Right message, right moment: Take a look at The retail guide to composable content by Contentful to learn how a composable content platform can connect digital teams + content to boost your biz.*

*A message from our sponsor.


Stop waiting for your dream job to find you. CollabWORK puts you in front of the right opportunities in the online spaces you frequent. Get discovered by top companies and take control of your career path.


Share Retail Brew with your coworkers, acquire free Brew swag, and then make new friends as a result of your fresh Brew swag.

We’re saying we’ll give you free stuff and more friends if you share a link. One link.

Your referral count: 2

Click to Share

Or copy & paste your referral link to others:


Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright © 2024 Morning Brew. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

Older messages

☕️ Generational anxiety

Tuesday, April 2, 2024

How Gen Z is rethinking the college experience... April 02, 2024 View Online | Sign Up | Shop Morning Brew PRESENTED BY RYSE Good morning. Not to alarm you or anything, but now that April has begun it

☕ Pranks for the memories

Monday, April 1, 2024

A brief history of April Fools' pranks by retail brands. April 01, 2024 Retail Brew PRESENTED BY Paylocity It's Monday, and chances are you had too many sweets over the weekend, so why not try

☕ If the shoe fits

Monday, April 1, 2024

Inside Rothy's sell-out strategy. April 01, 2024 Marketing Brew PRESENTED BY Gradient It's Monday. Confectionaries—aka anything that'll have the dentist on speed-dial—generate more than $5

☕ Dear reader

Monday, April 1, 2024

We're handing you the mic. April 01, 2024 Tech Brew It's Monday. You're intelligent, funny, and charming, and we want to know what stories you want us to cover so we can keep up with you.

🍵 Fast-food dustup

Monday, April 1, 2024

Gmail turns 20 years old... April 01, 2024 View Online | Sign Up | Shop Morning Brew PRESENTED BY Pendulum Good morning. It's April Fools' Day, a day to be extremely cautious about things you

You Might Also Like

EU tells Meta it can't paywall privacy [Fri Apr 19 2024]

Friday, April 19, 2024

Hi The Register Subscriber | Log in The Register {* Daily Headlines *} 19 April 2024 facebook EU tells Meta it can't paywall privacy Platforms should not confront users with 'binary choice'

What A Day: Fury selection

Friday, April 19, 2024

Lawyers in Trump's Manhattan hush money trial have assembled a jury. God help them. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

🛑 Stop, collaborate, and listen to the sound of yourself clicking these sweet links

Friday, April 19, 2024

Fun stuff to click on, watch, and read from CreativeMornings HQ. April 18, 2024 Open in new tab Did a friend forward this? Subscribe today. Speech bubble logo with the words, CreativeMornings "If

My Relentless Journey to Find the Perfect White Tee

Friday, April 19, 2024

Here's What You Missed on the Strategist The Strategist Every product is independently selected by editors. If you buy something through our links, New York may earn an affiliate commission. My

How To Profit From The Upcoming Bitcoin Halving

Thursday, April 18, 2024

Exclusive offer to join Forbes Crypto Advisor View in browser Did you attend Decoding Bitcoin Halving 2024? Now's your chance to ACT on the insights! The clock is ticking. Tomorrow, April 19,

Why Are Republicans Suddenly Sounding So Pro-Choice?

Thursday, April 18, 2024

Columns and commentary on news, politics, business, and technology from the Intelligencer team. Intelligencer life after roe Why Are Republicans Suddenly Sounding So Pro-Choice? Maybe it's because

All printers suck

Thursday, April 18, 2024

But this one sucks the least ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Friday Briefing: India’s election begins

Thursday, April 18, 2024

Also, new Western sanctions on Iran, and China's sinking cities. View in browser| Continue reading the main story Ad Morning Briefing: Asia Pacific Edition April 19, 2024 Author Headshot

Johnson Comes Around

Thursday, April 18, 2024

Ukraine Aid, Jury Doody ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

A potential ‘slam the brakes’ moment for climate tech | Shein popping up in Seattle

Thursday, April 18, 2024

Wizards of the Coast president resigns | NanoString to be acquired for $392M ADVERTISEMENT GeekWire SPONSOR MESSAGE: Science Firsthand: Learn how Bristol Myers Squibb unlocked the potential of CAR T