Yerba Madre Unveils ‘Shade-Grown’ Seal and New Flavour Rollout

Yerba Madre, the regenerative yerba mate brand re-launched in 2025, has announced a significant expansion of its product portfolio and certification standards for 2026. Building on its heritage as the first loose-leaf producer to achieve Regenerative Organic Certified® Gold, the company is introducing the world's first Shade-Grown Yerba Mate seal alongside a suite of new ready-to-drink (RTD) innovations.

The strategic push moves the brand beyond its natural grocery strongholds into the high-velocity convenience channel, backed by retailer-exclusive flavour launches and a "reimagined" sparkling line.

The 'Shade-Grown' Seal

As the yerba mate category matures, Yerba Madre is moving to validate its supply chain claims with a new proprietary standard. The brand is launching the Shade-Grown Yerba Mate seal, rolling out on its air-dried loose leaf products this year.

This standard is developed to validate that the yerba mate is grown by Indigenous and family farmers under forest canopies and within restored agroforestry systems in Argentina, Brazil, and Paraguay. This creates a clear point of differentiation against monoculture-grown competitors.

Ben Mand, CEO of Yerba Madre, stated: "Regenerative Organic Certified and verified Shade-Grown standards are the foundation—but innovation is how that vision continues to grow. As we expand into new formats and flavours, we're proving that progress, values, and growth can move forward together."

Product Innovation: RTD and Low Sugar

The 2026 roadmap includes a significant update to the brand’s core RTD beverage lineup, targeting modern consumer preferences for lower sugar and functional energy.

Unsweetened Original Yerba: A milestone launch featuring the Regenerative Organic Certified® seal directly on the can.

Sparkling, Reimagined: A refreshed sparkling line formulated with 115 mg of naturally occurring caffeine, launching at Sprouts and select Albertsons locations.

Lower Sugar Enlighten Mint: A reformulation of one of the brand's highest-velocity SKUs to meet evolving nutritional demands.

Strategic Channel Expansion: Convenience Store Exclusives

In a move to capture the impulse purchase occasion, Yerba Madre is executing a series of retailer-exclusive launches within the convenience sector through Spring 2026.

Retailer Exclusives:

Cherry Sublime: Exclusive launch at 7-Eleven.

Strawberry Kiwi: Exclusive launch at Extra Mile and Jacksons.

Additionally, the brand will release Mango Fuego, a seasonal, limited-run SKU inspired by peak-season mango, available from March through May.

Jennifer Brush, VP of Product Innovation and Brand, framed the expansion as a balance between cultural heritage and market accessibility.

"We see innovation as stewardship," Brush said. "Yerba mate is deeply rooted in South American culture. Our role is to bring that tradition into American life with care for the plant... expressed through formats and flavours that invite more people to experience the ritual."