In May, Coca-Cola announced that it would discontinue Honest Tea as part of a portfolio consolidation. The Atlanta-based firm said it would focus resources and retail space on its other tea brands, Gold Peak and Peace.

Unsurprisingly, this came as a “gut punch” to Honest founder Seth Goldman, as the Honest brand was value-focused on providing consumers with healthier, organic tea on a large scale. For Goldman, it wasn’t just about Coke shelving the brand he founded but also about consumers losing a better beverage option.