Unilever will acquire the TAZO brand and all related intellectual property, signature recipes and inventory for $384 million.
Unilever has reached an agreement to acquire the TAZO brand from Starbucks. TAZO is a leading brand in the fast-growing specialty tea category. Under the asset purchase agreement, Unilever will acquire the TAZO brand and all related intellectual property, signature recipes and inventory for $384 million. TAZO had sales of $112.5 million over the past year. The deal is subject to regulatory approval, and is expected to close in the fourth quarter.
Founded in 1994, TAZO has a strong position in Specialty Black, Green and Herbal teas, as well as liquid concentrates focused in the Chai Latte segment. The fast-growing specialty tea segment makes up 48% of the total $1.6 billion (FY 2016) at-home tea category and trends suggest it will become more prominent in the future. TAZO is sold primarily in grocery, mass and convenience channels in the U.S. and Canada, and is offered in formats including packaged teas, K-Cup pods and bottled ready-to-drink teas.
“With its strong appeal to millennials, TAZO is a perfect strategic fit for our U.S. portfolio that includes exciting new brands such as Seventh Generation, Dollar Shave Club and Sir Kensington’s,” said Kees Kruythoff, president, Unilever North America. “TAZO’s solid position in the fast-growing specialty tea segment, coupled with Unilever’s tea expertise, presents a fantastic growth opportunity.”
