Restaurant India News: Impulse Coffees Expands Portfolio with Functional Iced Tea Range

Impulse Coffees has expanded its product portfolio with the launch of a new range of iced teas, marking a continued shift from its core coffee offerings into broader ready-to-consume beverage categories. The brand, founded by Sarah Sarosh, also announced Zee, founder of Zealocity, as the face of the new product line.

The move reflects a growing trend in the beverage industry, where brands are diversifying into functional and convenience-led drink formats to meet changing consumer preferences. Impulse Coffees, previously known for its 100 percent pure Arabica coffee and no-chicory blends, is positioning the new iced tea range as a lighter alternative within its portfolio.

The product line includes five flavours: blueberry, strawberry, lemon, pineapple, and guava chilli. The iced teas are formulated with Vitamins B Complex and C and are free from refined sugar, targeting consumers looking for low-guilt, everyday beverage options. The inclusion of Vitamin B Complex is positioned to support energy metabolism, while Vitamin C contributes to general wellness, aligning with increased demand for functional ingredients in beverages.

Zee’s association with the brand is based on alignment with his positioning in the fitness and nutrition space, where he promotes balanced and sustainable lifestyle habits. The collaboration indicates a broader strategy to integrate influencer-led credibility with product positioning in the health-conscious segment.

Speaking on the launch, and having Zee as the face of the Guilt Free Iced Teas, 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.”

This launch builds on the brand’s earlier entry into iced teas last year, which marked its initial diversification beyond coffee. The latest range has been refined based on consumer feedback, particularly around sugar composition, with a focus on improving taste, texture, and ease of use. The sachet-based format is designed for convenience, allowing integration into daily consumption habits without requiring changes in routine.

With this expansion, Impulse Coffees is gradually repositioning itself as a functional beverage brand. Its growth strategy remains focused on incremental portfolio expansion, consumer feedback integration, and maintaining simplicity in product development as it responds to evolving demand in the ready-to-drink segment.