Halfday Iced Tea: The Beverage Brand That’s Redefining “Healthy”

The iced tea aisle hasn’t changed in decades… until now. Enter Halfday Iced Tea, a brand quietly turning a nostalgic staple into one of the most interesting CPG plays of the year.

On the surface, it’s just iced tea. But inside each can is 6 grams of fiber, 3 grams of sugar, and only 35 calories. That’s not a typo, six grams of prebiotic fiber per can. To put that in perspective, Pepsi recently called fiber “the next protein.” And Halfday’s already there.

Why Halfday Works

Halfday’s genius lies in how it blends function with familiarity. The founders didn’t invent a new health trend, they reinvented an old one. They took the most American beverage imaginable and rebuilt it for the wellness era.

One of the founders, Kayvon, was diagnosed with ulcerative colitis in college. When he recovered, he wanted to rebuild his gut without giving up the drink he loved most. That story became the backbone of Halfday’s brand: “good for your gut, great for your day.”

Even Hailey Bieber noticed. The model and entrepreneur, who’s built her own beauty empire Rhode, recently became an investor, validating what the industry’s been whispering for months: functional beverages are the new beauty products.

It’s not just a health claim, it’s a narrative. And in 2025, that’s what moves product.

The CPG Formula Behind the Buzz

• Functional Innovation: 6g of prebiotic fiber isn’t just a fun fact - it’s a category differentiator. Halfday is setting a new bar for what “better-for-you” actually means.

• Emotional Storytelling: Built from recovery, not marketing. Kayvon’s journey makes the product feel authentic, not engineered.

• Category Relevance: Iced tea is nostalgic and under-innovated, the perfect combo for disruption.

• Timing: Gut health is the hottest topic in CPG. Consumers are label-checking for probiotics, fiber, and adaptogens, not just zero sugar.

Pophaus Take

Halfday isn’t trying to be the next Poppi, it’s building its own category: functional nostalgia. By making something as ordinary as iced tea matter again, it’s proving that the next wave of beverage growth won’t come from creating new habits, but from reimagining old ones.

✨ The takeaway: CPG innovation doesn’t always mean inventing the future.

Sometimes, it’s just bringing comfort food into the wellness era, one fiber-packed can at a time.