Mumbai: Impulse Coffees, the creator-led beverage brand founded by Sarah Sarosh, has announced the launch of its new guilt-free, vitamin-infused iced tea range, alongside onboarding Zee, founder of Zealocity, as the face of the product line.
The move marks Impulse Coffees’ continued expansion beyond its coffee portfolio into everyday beverage formats, with a sharper focus on lighter, health-conscious drink options. Known for its 100% pure Arabica coffee and no-chicory blends, the brand is now positioning itself within the growing functional beverage segment.
Zee, who has built a strong community around fitness and sustainable lifestyle habits, brings a wellness-driven perspective to the collaboration. His association with the brand goes beyond a traditional endorsement, aligning the product with broader conversations around balanced living and mindful consumption.
The newly introduced iced tea range is available in five flavours—blueberry, strawberry, lemon, pineapple, and guava chilli—and is positioned as a better-for-you alternative. Formulated with Vitamins B Complex and C and free from refined sugar, the range is designed to cater to increasingly health-conscious consumers seeking convenient beverage options. The sachet-based format ensures ease of consumption, integrating seamlessly into daily routines while delivering on taste and functionality.
Commenting on the launch, 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.”
The launch builds on the brand’s earlier foray into iced teas last year, which marked its initial diversification beyond coffee. This latest iteration reflects refinements driven by consumer feedback, particularly around sugar composition, taste, and usability.
As Impulse Coffees evolves into a broader functional beverage brand, its growth strategy remains focused on simplicity, community-led insights, and creating products that align with changing consumer preferences without overcomplicating the core offering.