Co-founders David Segal and Harley Finkelstein launched their company Firebelly Tea. Their line of cultured teas hopes to end Americans’ exclusive relationship with coffee for good. They mentioned, “When people think of tea, they frequently think of artificial flavors and unpleasant sweetness. Segal is on a mission to give tea’s public image a much-needed makeover”. When Finkelstein had mentioned that his afternoon coffee was keeping him up at night Segal wanted to curate a tea collection for him. He then went on to contact the best green tea producers. Once Finkelstein tried the tea he mentioned that he had “sustained energy”. He also mentioned that it was nothing like the coffee “peak and crash”. As both their love grew for tea they became curious as to why more people aren’t drinking it. They created a line of natural, pure tea blends. They even took a modern spin on the boxes to make them look like books that are to be displayed. 
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I like the idea about tea, however it is truly no supplement for coffee. For a marketing standpoint it isn’t a bad idea to make tea seem more “sexy” by making the boxes nicer instead of tacky and filled with labels. However, most tea drinkers don’t display the boxes, the put them in a nice tea box or jar.
In addition, there are many teas in the market that are good tea with no “unpleasant sweetness” that are natural and taste good. I’m not sure what the innovation with this brand is other than the packaging.
I think this is a good idea to try and expand the tea industry to new people with different ingredients and types of tea just like all the different kinds of coffee. Their packaging will even be aesthetically pleasuring for their customers, which many millennials will appreciate. Maybe one day the tea industry can reach the size of the coffee industry.