Halfday unveils modern brand refresh
Halfday, the better-for-you, gut-healthy iced tea brand made with prebiotics, has announced that it is unveiling all-new packaging across its entire lineup. Along with the new look, the company will introduce a classic Half & Half flavour, with a limited-edition flavour dropping this summer.
Launching alongside this is a new brand tagline and campaign titled “Make a Break for It”. The refresh is designed to appeal to Halfday’s existing customers while attracting a new generation of iced tea drinkers, according to the company.
Halfday’s reimagined branding is designed to stand out in the competitive beverage market while preserving a playful tone and ethos. The new look and feel, which will rolled out on 25 February and in retailers nationwide, features an updated version of Halfday’s logo in a bold, modernised typeface that underscores the brand’s evolution. Featuring colourful, flavour-focused illustrations, the new packaging draws on nostalgia while highlighting key health and nutritional benefits.
“From day one, Halfday has been about delivering more than just iced tea – it’s about crafting moments of joy and wellness that feel both authentic and refreshing,” said Halfday co-founder Mike Lombardo. “This rebrand marks a pivotal moment for us, showcasing how far we’ve come and the bold and innovative future we’re building. We’re here to redefine iced tea with gut-healthy benefits and significantly less sugar – without ever compromising on taste.”
Halfday aims to deliver the enjoyment of traditional iced tea – with a fraction of the sugar and a functional twist. Each can contains 6g of prebiotic fiber, which aims to boost gut health, an essential element inspired by co-founder Kayvon Jahanbakhsh’s health journey. As the brand embarks on this new chapter, Halfday remains dedicated to delivering both flavour and wellness in every sip, according to the company.
“My personal experience with ulcerative colitis was a motivating factor in creating Halfday, and it continues to shape our mission today,” said Jahanbakhsh. “Our refreshed design is an exciting way to reintroduce Halfday to the beverage aisle. While our look may have evolved, our commitment to delivering a better-for-you take on a beloved classic remains unwavering. This redesign is just the beginning of our vision for Halfday as we grow into the future.”
As part of its rebrand, Halfday will introduce its signature GOODDAY Prebiotic Blend in every can (a blend of Cassava Root Fiber, Fructan Fiber and Organic Agave Inulin) to include more prebiotic sources and enhance the customer experience. The improved formulation also includes Organic Raw Cane Sugar – a replacement for Apple Nectar – for a more authentic “classic iced tea” flavour.
“The decision to introduce our new Prebiotic Blend is in direct response to consumer feedback. By slightly reducing the fiber, we’re making Halfday easier to enjoy multiple times a day without compromising quality or taste,” said Lombardo. “It’s all about creating a better-for-you beverage that fits seamlessly into daily routines.”
Halfday is available online at Amazon, Thrive Market and GoPuff and in major retailers across the US, including Whole Foods, Sprouts, Kroger, Albertsons Companies, Wegmans, Erewhon and more. The brand has also secured a key distribution deal with Big Geyser, the leading independent distributor in New York – the nation’s largest market for classic iced tea. This partnership marks a significant step in establishing Halfday as a category leader in the region.
For additional information about Halfday, please visit drinkhalfday.com and follow the brand on social media (@drinkhalfday).
