Australian YouTube group ‘How Ridiculous’ has entered the beverage market with Tea Industries, a sugar-free iced tea brand now available in IGA stores (Independent Grocers of Australia), convenience outlets, and more than 300 school canteens across Australia.

The trio of Brett Stanford, Scott Gaunson, and Derek Herron, known for their extreme stunt videos that have accumulated 14.95 billion views and 24 million subscribers, announced the launch with a characteristic stunt – dropping a car and boat from a crane onto thousands of bouncy balls.

According to Media Week, the YouTube creators partnered with entrepreneur Alexa Stathakis, CEO of Tea Industries, to develop the health-focused beverage line featuring peach and aloe vera flavors.

“The idea grew from a shared belief that healthy living should be enjoyable and creative, not something that feels restrictive,” Stanford said in a statement. “When Alexa reached out about Tea Industries, it immediately felt like a great fit.”

The brand positions itself as an alternative to sugar-laden and artificially sweetened drinks, focusing on natural ingredients without artificial sweeteners.

“Most drinks on the market that claim to be healthy still contain a lot of artificial sweeteners, which can cause gut disruptions,” Stathakis noted.

Creator-Led Product Strategy

Tea Industries joins a growing trend of creator- and influencer-led product launches, following brands such as Prime and Feastables, as well as celebrity ventures such as Kim Kardashian’s SKIMS.

This move aligns with research from a recent Sprout Social report, which found that social media significantly influences consumer purchase decisions. According to the research, 71% of UK users and 73% of Australian users would switch to a competitor if a brand fails to respond on social media.

Target Market and Expansion Plans

The brand targets Gen Z consumers, whom Stathakis identified as more health-conscious than previous generations. “There’s a clear shift toward wellness. Gen Z drinks less alcohol than any generation before them, and they’re more health-conscious and active,” Stathakis stated.

Tea Industries plans to expand beyond its initial product line, with ambitions to grow in both the Australian and the U.S. markets.

“We don’t plan to stay limited to tea. We see ourselves as a healthy drinks brand,” Stathakis added, indicating broader product development plans.

The launch leverages How Ridiculous’ social media influence in a market where, according to Sprout Social research, 91% of Australian consumers rely on social media as their primary method for tracking trends and cultural movements.

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