“In the end, it’s a Darwinian struggle for space in the supermarket or in the convenience store,” Coca-Cola CEO James Quincey told CNN Business last year. “The retailer wants to make as many dollars” as it can for each spot on the shelf. If a brand, even a beloved one, “sells a fraction of what these other bottles will sell, eventually it will get pulled out.” The strategy appears to be working: The company reported that net revenues grew 16% in the first quarter this year.

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.