From Tech to Tea: This Serial Entrepreneur Is Making a Play for the Functional Beverage Market

As Gen Z rethinks sugar and sobriety, Kim Perell, Jay Shetty and Radhi Devlukia are redefining what a wellness drink can be

Kim Perell knows a market opportunity when she sees one. The serial entrepreneur, investor and bestselling author has built and sold companies across several industries, but her latest venture bubbles up from a more personal place: tea.

Now serving as CEO and co-founder of Juni, a new line of adaptogenic sparkling teas created by New York Times Bestselling author and podcast host Jay Shetty and his wife, plant-based recipe developer and wellness enthusiast Radhi Devlukia, Perell is entering the beverage game with purpose.

“I’ve known Jay and Radhi for quite some time,” Perell says. “When they said they wanted to start a tea company, it was really based on their own ritual. For Jay, it was something he did with his mom, just that moment of connection growing up. Radhi, similarly, grew up with a family having tea. And then when they got together, that’s how they connected.”

That shared experience became the blueprint for Juni, a functional tea brand now stocked in retailers like Wegmans and Sprouts. The name itself stands for “Just You and I,” a nod to meaningful tea moments. But as Perell points out, Juni isn’t just another wellness drink in a pretty can; it’s part of a broader movement.

“Wellness used to be in a silo, but now it’s social,” Perell says. “Juni gives you a way to connect, to go from solo to social. Young people are seeking out rituals to support mental clarity and emotional balance, and I think the world is trying to find new ways to be healthy and to connect.”

Juni’s lineup blends adaptogens and nootropics like reishi, green tea, ashwagandha, lion’s mane and acerola cherry in flavors such as Peach, Raspberry, Lemon, Tropical, Strawberry Hibiscus and Cherry Lime. The vegan, gluten-free drinks are also USDA organic, caffeine-optional and contain zero added sugar, a decision Perell says was driven entirely by consumer demand.

“When we first launched, we had four grams of sugar and we stripped it out,” she says. “So we reformulated, which increased our velocity significantly.”

The demand is increasingly generational, with health-conscious Gen Z consumers leading the next wave of wellness buyers thanks to their habit of reading labels, scrutinizing sugar counts and prioritizing ingredient transparency. A similar trend is driving the rise of non-alcoholic alternatives, particularly among younger consumers who are sober-curious.

Juni, which contains just five calories and comes in both caffeinated and decaf versions, is positioning itself as a functional drink that supports social connection without relying on alcohol or added sugar.

“My co-founders are really focused on mindfulness and they don’t drink,” Perell says. “I think more people are reevaluating their relationship with alcohol, and Juni is a great option; it’s a great alternative to still have something functional, fun and still be social. It gives us a great opportunity to educate the consumers on the different options for them.”

Still, tapping into a cultural shift is one thing; bringing a physical product to life is another. Launching a CPG brand hasn’t been without its growing pains, even the good kind, like selling out.

“Coming from digital, physical is different,” Perell says. “You can’t just update code. You have to manufacture. And we started during COVID, so it’s been an interesting challenge. We’ve sold out from November through March.”

The learning curve has been real, but so has the payoff, she adds.

“Having something tangible is amazing,” she says. “My kids used to think I was crazy. We were tea tasting around the table. And then I took them to Sprouts and said, ‘Look – it’s on the shelf!’”

From kitchen table taste tests to store shelves, Perell has stayed grounded while thinking like an investor. Having invested in over 100 companies, she brings a keen eye to the space. For her, the key factors in evaluating a CPG opportunity come down to three things: product differentiation, market opportunity and team.

“We’re doing tea differently, and it’s a growing category. And we’ve got an incredible team – Jay, Radhi, the advisors,” she says. “When you invest, you’re betting that team can pull it off. And then there’s timing. If there’s no product-market fit, it’s a hobby. You have to be willing to pivot, to listen. We took the sugar out because consumers didn’t want it. You can’t say, ‘I’m right.’ You have to stay agile.”

While the focus for now remains on expanding the beverage line, including a new decaf variety, Perell hints that more could come down the line.

As for the long-term vision?

“Our mission is big: to change the world’s health habits,” she says. “But you have to win in one category in order to expand. So I think there’s a lot of opportunity. Right now, I think it’s really about owning where we are and making sure we’re delivering the best possible product. So right now, it’s about focus, but I never say never.”