ChannelX analyses TeaJoy's move into direct-to-consumer retail

ChannelX covered TeaJoy's move into direct-to-consumer retail in September 2025, when the brand launched bubble tea home kits on Amazon UK in two variants, Fruit Tea and Milk Tea, each making four single-serve drinks with jumbo eco-straws included and a prep time under one minute.

The piece looks at the mechanics behind the launch: TeaJoy uses Amazon's Fulfilment by Amazon service, shipping stock in bulk to Amazon's warehouses rather than handling consumer orders itself, and ran a "buy two save 10%" promotion at launch. ChannelX set this against TeaJoy's existing foodservice business, which supplies more than 800 outlets nationwide including Creams, Steak & Co, Las Iguanas, Black Sheep Coffee, LegoLand and Compass Group, using commercial kits that staff can prepare in 20 seconds with no specialist training or machinery. The article also noted TeaJoy's recent London Food & Drink Startup of the Year win and its plans for a canned ready-to-drink range and European expansion. Ning Ma told the site, "Amazon consumers are looking for at-home drink experiences that are easy to make and let them get creative."

Read the piece on ChannelX. Try the kits yourself on our home kits page.

Why going direct-to-consumer matters

For years, TeaJoy's business was built on supplying cafés, restaurants and hospitality venues. That model works well, but it puts a distributor between the brand and the person drinking the tea. Launching on Amazon changed that. It gave TeaJoy a direct line to consumers, letting the brand learn what people actually want to buy for their own kitchens - and giving shoppers a way to recreate the bubble tea experience at home.

The Fulfilment by Amazon model

Using Fulfilment by Amazon means TeaJoy doesn't handle individual consumer orders. Stock is shipped in bulk to Amazon's warehouses, and Amazon picks, packs and delivers each order. That approach suits a small team: it keeps logistics simple and lets the brand focus on product and marketing rather than picking and packing.

Two kits, two audiences

The Fruit Tea Kit includes Passionfruit & Strawberry and Mango & Passionfruit with popping boba. The Milk Tea Kit includes Classic Milk Tea and Brown Sugar Milk Tea with instant tapioca pearls. Both are vegan, allergen-free, and ready in under a minute. Each kit makes four drinks.

About TeaJoy

TeaJoy was founded by Ning Ma, a former restaurateur who was frustrated by the complex, time-consuming process of serving bubble tea. She developed her own recipes to make it simple, consistent, and joyful. Today, TeaJoy has sold over 2.5 million drinks and is served in more than 800 UK locations.