Coca-Cola (KO) took a 40% stake in Honest in 2008, and Coke acquired the brand outright in 2011.The company also sells Gold Peak and Peace Tea, and intends to focus on these brands as it says goodbye to Honest.

The move “will free up investment resources and supply chain capacity to better meet consumer needs,” Sabrina Tandon, group director of ready-to-drink tea at the company’s North America operating unit, said in a statement Monday. She added that it would also help Coca-Cola gain share in the ready-to-drink tea category.

“We believe Gold Peak and Peace Tea are best positioned to meet consumer preferences,” Tandon said.

Tandon explained that because of supply chain issues, “we’ve been unable to meet consumer demand for Gold Peak.” Those logistical challenges, among other factors, “helped drive this very difficult decision,” Tandon said. With Honest gone, the company can better address the issues facing Gold Peak — which Coca-Cola hopes will attract some Honest Tea customers.

On Twitter, Honest Tea co-founder Seth Goldman called Coca-Cola’s decision a “gut punch.” Fans mourned the loss of the product in responses to his tweet.

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