Three out of the four flavors of TK Hibiscus are naturally caffeine-free, which “has a lot of people excited,” said Sean Shafik, who along with his brother, launched the bottled drinks into stores in early 2014.
He explained that most ready-to-drink teas, which are booming in popularity right now, are made from black, green and white teas, which include varying levels of caffeine. So while they provide refreshing, healthy alternatives to many high-calorie, sugar-laden beverages, they also provide an energy burst that is not always desired, Shafik said, noting, TK Hibiscus provides these benefits too, but without the caffeine.
TK Hibiscus also does not contain any residues from pesticides or herbicides because it is made from only certified organic tea leaves, Shafik noted.
He explained that unlike some foods, “tea is never washed before it gets to your cup, so if it is not organic, you are dealing with whatever was sprayed on the plants” in your final drink.
“We wanted only the best and healthiest ingredients in our products,” which is why creating a certified organic drink was essential, Shafik added.
Antioxidant power
What is in the bottled beverages also is essential to the young company’s ability to expand distribution 15 times in less than a year to be present in more than 400 stores nationwide, Shafik said.
He explained that as the only ready-to-drink, organic hibiscus brewed bottled tea, TK Hibiscus is packed with antioxidants that research shows can help promote and maintain healthy blood pressure and heart health.
These antioxidants and benefits are what first drew Shafik’s attention to the hibiscus tea. He said that he began drinking it daily on his father’s recommendation after his doctor diagnosed him with pre-hypertension.
He joked that the diagnosis was not surprising given his love of salty foods and investment banking career on Wall Street at the time. But what did surprise him was that his blood pressure returned to normal levels a few months after he began drinking hibiscus tea daily.
Shafik was quick to point out that despite his experience, the teas do not make health claims, but rather are positioned “first and foremost as a delicious drink.” However, he added, they can help consumers’ health “if at the end of the day, the tea takes people away from soda or other unhealthy beverages with empty calories.”
On that note, he said the four flavors of TK Hibiscus – Green Jasmine Hibiscus, Yellow Ginger Hibiscus, Classic Simple Hibiscus and Cool Mint Hibiscus – are all lightly sweetened with agave syrup – not sugar – and therefore, have only 40 calories per 16 ounces. The agave is less caloric than sugar and helps soften the tart overtones of the hibiscus, he explained.
Freshly brewed
TK Hibiscus also is unique in that it is freshly brewed unlike some competitors that make ready-to-drink teas from powders or concentrate.
Creating a consistent flavor profile when brewing fresh tea from leaves is more difficult than creating a product from concentrate, but Shafik said it creates a better flavor that is “true to what you get if you brew tea on the stovetop a home.”
Fresh brewing also helps “keep intact the health benefits that you get when you fresh brew tea at home,” he added.