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. Co-founder 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.