Impulse Coffees, a beverage brand, has launched a range of iced teas and announced Zee, founder of Zealocity, as the face of the category. The launch reflects the brand’s expansion beyond coffee into everyday beverage formats, with a focus on lighter and functional drink options.
Zee, known for his work in fitness and nutrition, is associated with promoting sustainable and practical lifestyle habits. His association with the brand aligns with the positioning of the product around balanced and consistent daily choices, extending beyond a conventional endorsement role.
The iced tea range is available in five flavours including blueberry, strawberry, lemon, pineapple and guava chilli. The products are positioned as a functional alternative within the ready to consume beverage segment, formulated with vitamins B complex and C and without refined sugar. The formulation is designed to align with consumer demand for convenient and health oriented beverage options.
The sachet based format is intended for ease of use, allowing integration into daily routines without requiring a change in consumption behaviour. The product positioning focuses on combining flavour with functional attributes such as energy metabolism support and general vitality.
Originally positioned as a coffee focused brand, Impulse Coffees is expanding into adjacent beverage categories. The shift reflects a broader strategy to develop products that are easy to incorporate into everyday consumption patterns, while aligning with evolving consumer preferences in the functional beverage segment.
Speaking on the launch, Sarah Sarosh, Founder, Impulse Coffees, said: “With iced teas, the idea was to create something that people can reach for more often without overthinking it. We’ve kept it simple: familiar flavours, a lighter formulation, and something that fits easily into everyday routines.”
Zee, Founder, Zealocity, added: “I’m proud to be associated with this range. It reflects the kind of approach I believe in; keeping things simple, practical, and easy to follow in the long run. It fits naturally into an everyday routine.”
