Tea product launch activity

Transcription

Testing Times For Tea?
www.innovadatabase.com
Executive summary
•
Global tea product launch activity has stabilized more recently after peaking in 2010.
•
Global tea product launch activity leads the hot drink category. However, both coffee and
hot chocolate product launch activity increased in H1 2013 from H1 2012 while activity for
tea decreased.
•
Asia leads global product launch activity and accounts for 30.7% of total tea product
launches and is followed by West Europe (26.3%) and East Europe (15.5%). The United
States is the most active country in regard to product launch activity, accounting for 11.1%
of total tea product launches, followed by China (8.1%) and Malaysia (5.9%).
•
Branded launches dominate the market, with just 8.5% of total product launches being
private label. The global market is led by major players such as Twinings, Unilever and
Teekanne with a significant number of smaller companies making up the rest of the new
tracked product activity.
•
Passive health and choice are the leading positioning categories for global tea product
launch activity. Tea products have a strong health focus, offering many benefits, with the
inclusion of specific ingredients for digestive health, relaxation, weight loss, immunity,
women's health and general wellness used.
Contents
•
This report analyzes global product launch activity for Tea tracked by the Innova
Database, for comparative purposes, with 3616 product launches recorded in total.
•
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Global tea market overview
Pricing analysis
Positioning analysis
Flavor analysis
Trend analysis
Packaging analysis
Conclusion
Global tea market overview
Tea product launch activity (2008 – 2012)
•
Global tea product launch activity has stabilized more recently after peaking in 2010.
2008 - 2012: Jan - Dec 2008 - Jan - Dec 2012
Product launch activity – by market category
•
Global tea product launch activity leads the hot drink category. However, both coffee
and hot chocolate product launch activity increased while activity for tea decreased.
2012 Vs. 2013: Jan - Jun 2012 Vs. Jan - Jun 2013
Region analysis
•
Asia leads global product launch activity and accounts for 30.7% of total tea product
launches and is followed by West Europe (26.3%) and East Europe (15.5%).
Top 10 countries comparison
•
The United States is the most active country in regard to product launch activity,
accounting for 11.1% of total tea product launches, followed by China (8.1%) and
Malaysia (5.9%).
Product launch activity: Top 10 players
COMPANY
Count in (%)
Twinings
5.14
Unilever
4.95
Teekanne
2.74
Hain Celestial
1.41
The Republic Of Tea
1.38
Tetley
1.22
Ahmad Tea
1.22
Fujian Jihe
0.88
Mjf
0.88
Ten Ren Tea
0.75
Total
20.57
The top 3 producers account for 5.75% of global
launches with the remainder divided among other
brands. The top 10 companies account for 20.57%
of total launches.
United States: Twinings Chai Tea. The finest black
tea expertly blended with the sweet and the savory
spice flavor of cinnamon, cardamom, cloves and ginger
to deliver a flavorful tea with a warm, soothing aroma
and fresh, spicy taste. 100% natural ingredients.
Natural source of antioxidants. This package is
recyclable. Certified Kosher. Contains 12 K-Cups.
Top 10 companies comparison
•
The global market is led by major players such as Twinings, Unilever and Teekanne
with a significant number of smaller companies making up the rest of the new tracked
product activity.
Pricing analysis
Comparing brands vs. private label pricing
•
Branded launches dominate the market, with just 8.5% of total product launches
being private label.
Comparing brands vs. private label pricing
Percentage of Braned Tea Product Launches Tracked per “€/kg"- Price Point (2012 - 2013)
3
% of products
2,5
2
1,5
1
0,5
0
€4
€5
€6
€7
€8
€9
€ 12
€ 14
€ 18
€ 36
Percentage of Private Label Tea Product Launches Tracked per “€/kg"- Price Point (2012 - 2013)
3,5
3
% of products
2,5
2
1,5
1
0,5
0
€9
€ 13
€ 21
€ 24
€ 25
€ 33
€ 38
€ 42
€ 45
€ 84
High vs. low price: branded examples
United Kingdom: Twinings The Everyday Black Tea.
Forty teabags of rich and full bodied black tea, for every-day
use, with leaves from the unique province of Yunnun in
China, rich, malty Assam, quality African and Indonesian tea,
for extra strength. It is satisfying, uplifting and that extra bit
special. Rainforest alliance certified. Minimum 70% certified
black tea. Ethical tea partnership. Recyclable packaging.
Price/Kg in Euro: EURO 18.16
Netherlands: Rioba Thee Ceylon Tea. Onehundred bags of ceylon tea in a cardboard box.
Fairtrade certified. Comes in a recyclable
packaging.
High vs. low price: private label examples
Germany: Alnatura Augenblicke der Freude NanaMinze mit Apfel und Bluten: Moments of Joy Nana
Mint with Apple and Flowers. Alnatura moment of joy
is a colorful blend of tea with fresh mint nana and apple,
topped off with elder flowers, marigold and a touch of
vanilla. the herbal fruit tea composition is characterized
by a minty, fruity taste and a delicate flower note. All
ingredients of this tea comes from organic farming.
Contains 20 tea bags. GMO free. Certified organic.
Germany: Bio Sonne Fruchtetee ErdbeerCranberry: Fruit Tea with Strawberry and
Cranberry Flavor. Twenty bags of fruit tea with
strawberry and cranberry flavor, in a 50g cardboard
box. Organic. A good feeling. With natural flavoring.
Product positioning
•
In regard to health positioning, the Innova
Database has two separate health positioning
categories: passive health & active health.
•
Products may have more than one health
positioning.
•
Products which are functional in nature are
generally aligned with the active health positioning
category (but still can have a passive health
positioning/s also).
•
Passive health and choice are the leading positioning categories for global tea
product launch activity.
Top positioning sub-category comparison
2012 – H1 in (%)
2013 – H1 in (%)
% change H1 2012 to H1
2013
Children (5-12 Years)
0.22
0.45
+104.54
Economy
2.47
2.01
-18.62
Ethical
14.7
24.71
+68.09
Ethnic And Exotic
0.49
1
+104.08
Female
0.71
0.22
-69.01
Halal
4.39
5.35
+21.86
Indulgent And Premium
7.46
6.75
-9.51
Kosher
7.57
6.36
-15.98
Male
0.11
0.06
-45.45
Novel And Fun
0.05
0.17
+240
Seasonal/In-Out Products
1.81
0.61
-66.29
Sticks
0.49
1
+104.08
Traditional
7.52
5.19
-30.98
Vegetarian
3.29
4.07
+23.70
Total
51.28
57.95
+13
POSITIONING CATEGORY
Sachet and 3-in-1 convenience
•
No category is immune to the trend of convenience, individual ready sachets and
sticks with tea powder, creamer and sugar/sweetener are increasing where brewing
and mixing time can be saved by the consumer.
Malaysia: Chek Hup 3 in 1 Less Sweet Malaysian
Tea. Fifteen individual sachets of delicate blend of
black tea and non-dairy creamer, prepared with less
sugar to compliment, not overpower, that authentic
Malaysian flavor. HACCP certified. ISO certified.
Certified halal. Savor a classic Malaysian heritage.
Instant with a hint of sweetness.
Japan: Nittoh Black Tea Straight
Tea. Twelve stick sachets of
straight tea in a cardboard box.
Capsules exclusively for machines
Denmark: Twinings Tassimo Apres Midi D'Orient
Strawberry Perfumed Black Tea with Rose Petals. Sixteen
individual capsules of strawberry and vanilla flavored black
tea with rose petals (0.5%). Treat yourself with a vanilla and
strawberry flavored black tea infused with a subtle touch of
rose. Enjoy an enchanting experience with Twinings tea
"Apres-Midi d'Orient". Exclusively for the Tassimo system.
Netherlands: Lipton Tea Fusion
Zesty Lemon Green Tea. Fifteen tea
capsules of fine green tea with
refreshing hint of lemon flavor, for
Lipton Tea Fusion Machine. A classic,
fragrant infusion with a smooth taste.
Specially formulated for kids
•
Tea products specially formulated for kids increased in H1 2013 from H1 2012.
United States: Celestial Seasonings Sleepytime Kids Goodnight
Grape Herbal Tea. Naturally sweetened Goodnight Grape features the
relaxing Sleepytime blend of herbs with a bright and pleasing grape
aroma and flavor and provides 20% of your daily vitamin C per serving.
This product contains all-natural herbs and flavors, and no artificial colors
or preservatives. Tuck the family in for the night with Celestial Seasonings
newest Sleepytime herbal tea variety. Tea made just for kids. Kids of all
ages will enjoy it served hot or over ice. Gluten free. Certified kosher.
Argentina: Taragui Mate Cocido Ninos
Vainilla y Miel: Mate Tea with Vanilla and
Honey For Kids. Prepared, personalized
yerba mate in tea bags flavored with vanilla
and honey. Comes in a cardboard box.
Features Ben 10 character in the
packaging. Fortified with vitamin C and
enriched with vitamin A and zinc.
Passive health positioning comparison
2012 – H1 in (%)
8.72
7.95
2013 – H1 in (%)
5.63
4.07
2013
-35.43
-48.80
Diabetic
Gluten Free
0.11
7.08
0.17
4.68
+54.54
-8.47
High/Source Of Fibre
High/Source Of Protein
Lactose Free
Low Calorie
Low Carb
Low Cholesterol
Low Fat
1.43
0.11
0.05
0.99
0.11
0.49
0.27
0.17
0.06
0.11
0.61
0.11
0.22
0.84
-88.11
-45.45
+120
-38.38
0
-14.28
+211.11
Low Sodium
0.05
0.06
+19.99
0
0.89
+n/a
Natural
16.02
10.76
-32.83
No Added Sugar
0.49
1.17
+138.77
No Additives/Preservatives
7.41
5.47
-26.18
No Trans Fats
0.33
0.28
-15.15
Organic
16.18
12.27
-24.16
Sugar Free
2.63
0.56
-78.70
Wholegrain
0
0.06
+n/a
70.42
48.19
-31.56
Allergy
Antioxidant
Low Sugar
Total
Lower in sugar
•
Low sugar and no added sugar positioned launches increased in H1 2013 from H1
2012.
Netherlands: Pickwick Royal
Dutch Grey Queen's Classic Tea
with
Less
Sugar.
Twenty
individually wrapped tea bags of
aromatized Dutch tea blended with
orange peel and less sugar, held
in a cardboard box. UTZ certified.
Natural tea (100%). Finest classics.
Queens edition. Less sugar.
United States: Natures Guru Instant
Cardamom Chai Sweetened. Unlock
the treasure's of the Southeast Asia
with Nature's Guru all natural
sweetened instant cardamom chai
tea, in a 250g cardboard box. Enjoy
the convenience of experiencing our
specially formulated natural rich
gourmet chai tea blend anywhere. Fat
free. Low in calories. Low sugar.
100%
natural
ingredients.
No
preservatives. No artificial flavors.
Stevia for sweetness
•
The inclusion of the natural sweetener stevia is finding momentum in the tea
category.
Malaysia: Montea Stevia Jasmine Tea. Twenty
bags of stevia jasmine tea in a 60g cardboard
box. 100% natural combination. Certified halal.
Malaysia: Dr Sweet Stebiana Stevia Tea.
Zero calorie. Made with all natural and organic
herbs. Certified halal. Suitable for vegetarians.
Active health positioning comparison
2012 – H1 in (%)
2013 – H1 in (%)
2013
Added Calcium
0
0.11
+n/a
Added Protein
0
0.11
+n/a
Added Fibre
0.05
0
-n/a
Anti-Aging/Aging-Well
0.11
0.28
+154.54
Bone Health
0.33
0.11
-66.66
Brain Health
0.66
0
-n/a
Digestive/Gut Health
2.52
2.23
-11.5
Energy/Alertness
1.87
1.23
-34.22
Eye Health
0.05
0.17
+240
Functional, Not Specified
1.37
0.61
-55.47
Heart Health
1.7
0.67
-60.58
Immune Health
1.7
1.67
-1.76
Joint Health
0.11
0.11
0
Omega-3
0.05
0.06
+19.99
Oral Health
0.82
0.06
-92.68
0
0.06
+n/a
0.16
0.17
+6.25
0
0.06
+n/a
Vitamin/Mineral Fortified
0.16
0.22
+37.5
Weight Management
1.7
1.28
-24.7
13.36
9.21
-13.06
Prebiotic
Skin Health
Sports & Recovery
Total
Pickwick’s wellbeing range
•
Pickwick (The Netherlands) Wellbeing Moments
consists of rich, powerful combinations of tea,
fruits, herbs and spices. Pickwick Wellbeing
Moments flavor variants include:
–
Chi Berries: a mix of strikingly strong blend of berries with
subtle black tea, Green Hamman: a combination of soft
green tea with refreshing mint and eucalyptus, Vanilla
Warmth: a characteristic rooibos blend with the special,
warm taste of cocoa beans and vanilla, Lively Lemongrass:
a rich herbal blend with lemongrass, ginger and gingko
leaves, Rooibos Reflection: a caffeine free rooibos blend
with gentle chamomile and star aniseed and Lavender
Serenity: a delicate black tea with the rich taste of lavender
flowers.
Herbal ingredients for health
•
Apart from well-established well-being and good for you claims, the inclusion of
specific ingredients which addresses ailments continues to be an area of growth.
Bosnia and Herzegovina: Alkaloid Uve-Mix Tea
for Alleviation Of Disturbances of The Urinary
Tract. 20 x 2g bags of tea, held in a cardboard
box. Tea for alleviation of disturbances of the
urinary tract. Comes in a recyclable packaging.
United States: Celestial Seasonings LaxaTea
Wellness Herbal Tea. Twenty bags of caffeine free
herbal tea made from Senna leaves, great for
constipation, in a 46g cardboard box. New. LaxaTea
herbal supplement. 100% natural teas Celestial
Seasonings. Wellness tea caffeine free. For occasional
constipation. With powerful, stimulating senna. Sweet
and spicy 46g citrus taste. 20 Tea bags. Kosher taste.
Herbal infusions for digestion
•
United Kingdom: Twinings
Cleansing Fennel Herbal
Infusion. Infusion Twenty
bags of fennel herbal
infusion which may aid
digestion making it perfect
just after a meal. Naturally
caffeine free. Made with all
natural ingredients. All the
herbs used are gently
steamed. The process is
gentle to protect their
delicate taste. No added
sugar.
Fennel
is
traditionally used to aid
digestion, so this is perfect
just after a meal.
•
United Kingdom: Twinings Invigorating
Peppermint Herbal Infusion Tea: infusion
Twenty bags of peppermint herbal infusion
tea, which may aid digestion, making it
perfect just after a meal. Naturally caffeine
free. Made with all natural ingredients. All
the herbs used are gently steamed. The
process is gentle to protect their delicate
taste. No added sugar. For centuries,
peppermint has been used to aid digestion,
making it perfect just after a meal.
For a moment of calm
•
Tea is being looked to more and more for its relaxation and calming attributes and
provides consumers with an excuse for ‘time out’.
Tunisia: Kamy Infusion Verveine Menthe: Verbena Mint Tea.
Twenty-five bags of verbena tea with mint, in a 37.5g cardboard box.
Two great virtuous known for their calming effects. This infusion of
fresh flavor gives you a nice time. Comes in a recyclable packaging.
Canada: Twinings Herbal Tea - Pure Camomile. Twenty bags of
relaxing herbal tea expertly blended using 100% pure camomile
blossoms to deliver a soothing tea with a soft, floral aroma and
soothing taste, in a 30g cardboard box. Naturally caffeine free.
Appealing to the emotions
Italy: Pompadour Magic Emotion Tea. 20 x 3g sachets Pompadour
Magic Emotion Tea scented with orange and raisins with rum,
held in a cardboard box. Comes in a recyclable packaging. Infused
with an inimitable taste, which gives new and magical emotions.
Ayurvedic herbal tea blends
•
Inclusion of Ayurvedic herbal ingredients in day to day products is an increasing trend
for many product categories, tea included.
–
Ayurvedic medicine is one of the major traditional medical systems of the world.
Germany:
Heuschrecke
Pitta Ayurvedatee: Organic
Mild-Aromatic
Ayurveda
Herbal Tea Mix. Organic,
mild and aromatic Ayurveda
herbal tea mix in 50g paper
bag.
India: Brooke Bond 3 Roses
Mind Sharp. Tea with the flavors of
vallarai, badam/almond, cardamon,
vanilla and saffron, in a cardboard
box. Naturally good for the mind
with goodness of Ayurveda.
Contains added natural flavors.
Flavor analysis
Top 10 flavor group
•
Apart from many fruit flavors used, herbs and spices also have considerable
presence in the global tea market as far as flavor is concerned.
Top 10 flavors
•
Product launch activity for tea varieties such as earl grey and chamomile increased in
H1 2013 from H1 2012.
Flavor innovation for private label too
•
Flavor diversification is well-established in private label products too, AH Albert
Heijn’s (Netherlands) Black Tea range includes the following variants: Peppermint
Chocolate and Apple Pie and the Green Tea range: Lotus Bamboo, Chinese Vitalize
and Sweet Blossom.
Never say die for chai
•
Chai is very well established with many different herbs & spices used and has
become a leading variety in tea houses and coffee shops the world over.
Mexico: Uncle Lees Tea
100%
Organic
Chai:
Cinnamon. Eighteen tea
bags of 100% organic chai
tea with cinnamon flavor, held
in a cardboard box. 100%
organic. Naturally caffeine
free. USDA organic label.
Blending
Eastern
and
Western traditions, naturally.
Netherlands: Rioba
Flavored Chai Tea.
Twenty
bags
of
flavored chai tea in a
40g cardboard box.
Fairtrade. Comes in a
recyclable packaging.
Chai latte- coffee or tea?
•
Café latte, which is well-known in the coffee market has been adapted with the
inclusion of chai for a tea/coffee hybrid.
Denmark: Caffe D Amore Chai
Serenity Vanilla Chai Latte Mix.
Vanilla flavored, spiced aromatic
chai tea latte mix made with exotic
spices collected from around the
world, in a 340g cardboard tube.
Naturally flavored with other
natural flavor. Just add water hot
or iced. Certified kosher.
Denmark:
Westminster
Chai Latte Kakaosmag:
Chai Latte with Cocoa
Flavor. Chai latte with cocoa
flavor, in a cardboard box.
More fruit flavor sophistication
•
Fruit flavors are becoming more exotic and sophisticated with finely balanced herb,
spice and floral flavor inclusions.
Poland: Lipton White Tea Lychee-Ginger. Twenty
bags of sweetly-exotic generous taste of lychee, a
light and spicy taste of ginger and a blend of
delicate white tea buds, in a 34g cardboard box.
Comes in a recyclable packaging.
Germany: Tea Friends Frische Brause:
Premium Fruit Tea Mix White Hibiscus
and Candied Exotic Fruits Flavor.
Premium quality. Suitable hot or cold.
Real pieces for flavor
•
Real fruit and spice pieces are being claimed to convey more authentic flavor and
taste.
Egypt:
Ahmed
Tea
Blackcurrant Burst Flavoured
Black Tea with Fruit Pieces. 20
x 2g foil teabags of black currant
burst flavored black tea with fruit
pieces, held in a cardboard box.
Vietnam: Ahmad Tea Cinnamon
Haze Flavored Black Tea with
Cinnamon Pieces. Flavored black
tea with cinnamon pieces. Exclusive
quality teas. Comes in a recyclable
packaging. No added coloring.
Honey for subtle sweetness
•
Honey and tea combinations are well established within the iced tea category
whereas in hot drinks, the inclusion of honey is more known for its medicinal
purposes. However, more recently honey is being added for flavor alone.
Italy: Everton Camomilla Limone E
Miele: Chamomile Tea with Lemon
And Honey Flavor. 20 x 1.5g tea
bags of chamomile tea with lemon and
honey flavor held in a cardboard box.
Poland: Danvill Herbatka Owocowa z
Miodem i Imbirem: Fruit Tea with Honey
and Ginger. Twenty bags of fruit tea with
honey and ginger, in a 40g cardboard box.
Comes in a recyclable packaging.
Unforgettable lemony & minty and vanilla notes
•
Belgium: Yogi Tea Green Tea with
Ginger Lemon. Sweet green tea
Green Tea with Ginger Lemon is a
light and sweet green tea with
unforgettable lemony and minty
notes. The Green Sencha tea makes
it meditative and invigorating. The
ginger gives it character and tangy
warmth. And its fruity undertones
makes it especially Certified AB
Organic Farming. IT-CIO-006 non EU
farming.
•
Netherlands: Lipton Tea - Vanilla
Caramel Tea: flavored tea Twenty
pyramid bags of black tea with
caramel and vanilla flavor, in a
cardboard box. With real vanilla.
Contains 20 teabags (pyramids).
Indulgent pieces of vanilla beans,
smooth bits of caramels and black
tea leaves are blended together in
spacious pyramid bags. The distinctly
balanced
flavor
released
is
somewhere between sophisticated
and sensual.
Chocolate & nut indulgence
•
For an indulgent tea drinking experience, chocolate flavor incorporation is a must.
Argentina: Delhi Tea Premium
Chocolate Temptation. Twenty
tea bags of premium black tea
with chocolate and hazelnuts
flavor, held in a cardboard box.
Premium. Tasteful black tea
strands and cocoa peel notes
together with the precious flavor
of hazelnuts, blend to reach an
exquisite, creamy flavor of
hazelnuts, blend to reach an
exquisite, creamy balance.
Philippines: Stash Decaf Tea with Chocolate
Hazelnut. A deliciously smooth and rich dessert tea in
chocolate, hazelnuts and vanilla nut flavors combined
with premium black teas to create a fascinating blend
of tastes. Decaf tea. 100% natural ingredients.
Savory flavors with vegetables
•
The inclusion of vegetable flavors in tea is quite new and has tons of health appeal.
United
States:
Numi Organics
Savory
Tea
Decaffeinated
Black
Tea:
Tomato Mint.
United States: Numi
Organics Savory Tea
Decaffeinated
Green
Tea: Broccoli Cilantro.
United States: Numi
Organics
Savory
Tea Carrot Curry.
United States: Numi
Organics
Savory
Tea Decaffeinated
Green Tea: Spinach
Chive.
United States: Numi
Organics Savory Tea
Decaffeinated
Black
Tea: Beet Cabbage.
Unique inclusions
•
Artichoke and rhubarb are examples of far reaching ingredient usage for unique
flavors.
Vietnam: Ladophar Tra Tui Loc Actiso:
Artichoke Tea. One-hundred bags of special
artichoke tea derived from nature in a foil bag.
Natural extract product. Fresh liver, diuretic,
fresh gall, special. Vietnam high quality product.
Best product of Vietnam. Vietnam best food.
Dalat special. Bio-functional product.
United Kingdom: Twinings Blackcurrant & Rhubarb
Sensation Flavor Infusion. Twenty bags of ripe
blackcurrant and tender red rhubarb flavor infusion with
the warmth of aromatic vanilla. It is lively, sweet and ever
so creamy. Comes in enveloped tea bags, in a cardboard
box with a plastic wrapper. The pack features a QR code.
Best enjoyed without milk. Naturally caffeine free.
Fusion of coffee and tea
•
Tea flavored with coffee is an interesting concept altogether.
Argentina: Cbse Yerba Mate Elaborado con
Palo Aromatizada Cafe: Yerba Mate Tea
Flavored with Coffee. This traditional
combination is achieved by a selection of
delicious coffee, intense aroma and pleasant
taste. Combined with the yerba mate, ideal for
those who enjoy the bitter mates. You can
enjoy the evening together with sweet flavors.
Traditional. Not a significant source of
saturated fat, trans fat, fiber and sodium.
Soursop flavor
•
Soursop oil inclusion for an exotic flavor twist.
Ukraine: Chayna Krayina Black
Tea with Soursop Flavor. Bright
saturated flavor and acerb taste of
selected black tea combined with
exotic soursop oil, in an 80g plastic
bag held in cardboard box.
Dessert & cocktail flavors
•
Emulation of dessert flavors in particular are a current flavor trend for a wide range of
food and beverage products and this trend has extended to the tea category.
Iran: Ahmad Tea Green Tea with
Strawberry Mousse Flavor. The
taste of strawberry mousse lend
reveals new features of tea
perfection - the noble Chinese
green tea bouquet, underlined with
strawberry fragrance and a hint of
mint freshness.
Canada:
Tetley
Herbal
Cocktail
Inspired
Teas
Pina Colada.
New Zealand: Healtheries Lemon
Meringue Pie Tea. Twenty tea bags
of lemon meringue pie flavored herbal
tea, held in a cardboard box. Indulge
your senses and dial up the pleasure
with the perfect guilt-free treat of
Healtheries Dessert-inspired Teas.
Trend analysis
Super herb teas
•
•
•
•
The Republic of Tea (US), leading purveyor of premium
teas, has launched a new line of fortifying Super Herb
Teas.
Each of the all-natural, caffeine-free, certified gluten- free
herbal teas contain various nutrients and antioxidants
that assist in attaining peak performance, strength,
longevity and can be an easy and satisfying part of a
daily wellness regimen.
The new line is comprised of three unique and innovative
blends.
The first to launch in the collection is Moringa – Tea for
Nourishment. This blend boasts leaves from the “miracle
tree” (Moringa oleifera), which packs an extraordinary
amount of nutrition into a small, vibrant leaf. The Moringa
leaves in this particular tea are combined with green
rooibos from Rainforest Alliance Certified farms to
intensify its beneficial effects while a touch of mango
adds a sweet note to the grassy, herbal base.
Zero sugar
•
Nature’s Guru (US), a manufacturer of
instant juices and chai teas have added
two new products to their everexpanding line of products: Nature’s
Guru Instant Unsweetened Cardamom
Chai and Nature Guru’s Instant
Unsweetened Masala Spice Chai.
–
–
These new instant Chai teas are claimed
to offer the same all-natural quality and
authentic taste that drinkers have come to
expect from Nature’s Guru, but with zero
sugar.
Nature’s Guru Instant Unsweetened
Masala Spice Chai is promoted as more
than just a tea – “it’s an indulgent sensory
experience!” By simply adding warm
water to Nature’s Guru’s ready-to-mix
specially formulated all-natural powder,
you can unlock the delicious aromas of
the East and experience the best of
authentic Indian Masala Spice Chai in a
quick, convenient way.
Special moments everyday
•
Unilever (UK) PG Tips introduced two new
tea variants to the Special Moments range The Hint of Earl Grey One is a combination
of black tea with a subtle hint of earl grey
and The Evening One is a blend of black
and decaffeinated tea.
–
The Hint of Earl Grey One is designed for
consumers looking to try something slightly
more fragrant, but still enjoy a cup of robust
black tea. The Evening One is a blend of
black and decaffeinated teas, lightly pressed
designed to be enjoyed in the evening.
Aroma focus
•
Canada: PC Jasmine Green Tea: green tea A 45g box of 25 individually wrapped
pyramid-shaped tea bags made from an artful blend of teas from China with a
bouquet of evening jasmine and a distinct aroma of toasted greenness. The tea has a
beautifully balanced flavor. Chinese blend; An artful blend of teas from China with
a bouquet of evening jasmine & a distinct aroma of toasted greenness.
Beautifully balanced in flavor. With Chunmee & Long Jing Tea. Individually wrapped
pyramid shaped tea bags. Certified Kosher. Ingredients are: Green tea leaves,
jasmine flowers.
With ethical credentials
•
United Kingdom: With an increasing number of discerning consumers looking for
caffeine free and judiciously sourced herbal teas, Essential Biodynamic, Fairtrade
and organic herbal teas tick all the ethical credentials. What’s more, the fascinating
and inspiring story behind the teas – which include Chamomile; Chamomile &
Spearmint; Hibiscus; Peppermint & Spearmint; Peppermint and, most recently,
Fennel – offers a great way to up-sell them in-store. While Essential’s Hibiscus tea
was one of the very first Fairtrade hibiscus teas available, its new Fennel tea – added
to the Infusions range this year – will soon carry the Fairtrade certification as this has
now become available.
World flavor ranges
•
Messmer (Germany) is continuing its tradition of
launching one new region specific tea inspired by
pleasure from distant lands from around the world,
with the introduction Ländertee Persian Bazaar.
–
•
They created to offer the fruity combination of prickly
pear and cinnamon: “perfect for oriental moments of
pleasure.” Ingredients: apples, hibiscus, carob, rose
hips, green mate (10%), cinnamon, flavor (prickly
pear, cinnamon), sweet blackberry leaves, prickly
pear pellets & cardamom. The launch follows on
from Caribbean Tropicana (2012, pineapple coconut
flavor), which itself was preceded by an Egyptian
style pomegranate-honey blend (2010).
In fact, the concept goes back the whole way to
2001, when the company launched a South
African inspired rooibos-vanilla blend.
Sourcing is crucial for tea products
•
United Kingdom: Tetley Pure Green
Tea. Green tea Carefully sourced
green tea leaves from Asia are
combined with African green tea
leaves sourced from the high
altitude plantations to create Tetley
Great Quality Green Tea. Tetley
Green Tea is a natural source of
fluoride. Fluoride helps maintain
tooth mineralization. Enjoy as part
of a healthy diet and lifestyle. 100%
natural Tetley green tea leaves are
simply picked, cut and dried and are
a natural source of fluoride.
Emergence of mango
•
Canada: Four O’ Clock Tropical
Mango Green Tea. Green tea A
celebration of green tea perfumed
with sweet and luscious tropical
fruits. The exuberance of the carnival
awaits for you. Contains 15 pyramid
bags. Fairtrade certified. Certified
kosher. ECO certified. Certified
organic.
•
Italy: Te Dei Sospiri Green Tea with
Sweet Mango. 10 x 2.5g pyramid
bags of green tea with mango bits,
held in a cardboard box.
Visually appealing
•
•
Flora Teas (UK) are hand-tied individual green tea leaves
with selected dried aromatic flowers forming a tea heart.
Once placed in boiling water, it reveals its secret centre,
blooming into an artistic and captivating flower display with
an enriching taste. Each tea heart contains green tea leaves
which are picked by hand, high up in the mountains of
Southern China.
The Flora Tea Master ensures only the finest grade of green
tea is used to create the perfect tea spheres and guarantee
the smoothest taste.
–
–
•
Rich in antioxidants, the green tea acts as a natural detoxifier
and offers a host of natural health benefits from stimulating the
immune system to weight loss.
The dazzling varieties of Flora Tea include Lily Fairy, Jasmine
with Love and Oriental Beauty. Blended with the young firstpicked green tea buds, each flower enclosed within the tea
heart offers further health benefits and a delicate flavor.
Jasmine Flora Tea is made just once a year when the
jasmine flower blossoms in June – each flower gently
infusing the green tea with its distinctive aroma and taste.
Joe’s organic range in bio-degradable bags
•
Joe’s Tea Co (UK) niche is offering organic fine teas without fuss, or any of the
bravado or pretentiousness normally associated with premium products.
–
–
–
–
–
Joe’s range includes familiar classics flanked by a host of boutique blends designed to
quench people’s thirst for a more creative cuppa and to inspire a new bread of tea drinker.
Alongside quirky reinventions of Earl Grey and English Breakfast come weird and wonderful
explorations of fruits, herbs and even chocolate.
Using large whole leaves to maximize flavor, Joe’s Tea comes in corn starch “good-to-go”
fuso bags which is biodegradable and allow all of the flavor to get out of the bag.
The leaves can expand and infuse like a good tea should do. It means that Joe’s Ever-So
English Breakfast and Whiter Than White tea have none of the bitterness you may get with
other teas – “just pure, refreshing loveliness.”
In the herbal teas – or to give them their proper name, “tisanes” (a word that originates from
the Greek word ptisane – a drink made from pearl barley).
Chocca-RooBrew Tea
Ever-So-English
Breakfast Tea
Sweet Chamomile
Whiter Than
White Tea
The Earl of Grey
Minted-Up
Fruit Tea
Reduced brewing time
•
•
•
Zacely Limited (UK) have launched two exciting brands, Teaforia and Simplicitea,
which both follow the same formula of extremely simple-to-use products but
concentrating on high quality ingredients to produce great tasting beverages.
Zacely also launched a revolutionary new technology and exclusive tea bag range
that promise to reduce the average tea brewing time from 4 minutes to only 40
seconds while maintaining the integrity, taste and full benefits of whole loose leaf tea.
The Listo! range of teas and the unique technology of their brewing systems aim not
only to give tea drinkers a choice, but to stir the general view of how tea is made and
to stretch its boundaries.
–
Hot or cold from sweet English Toffee Black Tea to the exclusive Black Dragon Pouchong
Tea, Teaforia promises to offer something for everyone. In addition to this, Teaforia not only
solves the problem of speed, but with its pressurized technology will extract the full
benefits that the various teas have to offer, such as antioxidants.
Food supplement in tea form
•
France: TeaPlus-Expertise has been created
through the use of an innovative process in
herbal support by Viviane Lab, offering a food
supplement in the form of tea. Its tea leaves
coating process can be functionalized by adding
other medicinal herb extracts or substances that
are released during the infusion. The new
dosage formulation allows a higher concentration
of active ingredients per dose.
Bamboo tea
•
Bambusland (Germany) offers a line of natural bamboo teas that highlight the
“centuries-old secrets of bamboo.” Flavors in the range include Blueberry,
Pomegranate and Vanilla.
A high altitude tea
•
•
•
•
Company: Twinings & British Airways (UK)
Product Name: High Altitude Tea
Description/Technology: Ingredient. The new tea is a blend of Assam, Kenyan and
high grown Ceylon tea, which Twinings describes as “a classic combination giving
body, strength, flavour and colour.” Water onboard an aircraft boils at around 89
degrees centigrade, not the ideal 100 degrees for making black tea. The reduced air
pressure and humidity affect the functioning of the tastebuds, making things taste
different.
Consumer Benefit: Improved tasting tea for up in the sky.
Packaging analysis
Top 10 packaging
Packaging to revolutionize the tea industry
•
•
•
•
Company: Aaron Mickelson (Netherlands)
Product Name: Twinings Tea Bags
Description/Technology: Packaging. Individual tea packets,
wax-lined for freshness, are perforated together and folded
up accordion style. Individual bags are torn off and used,
one at a time, leaving no outer packaging waste behind.
This design also provides a new opportunity to expand on
the marketing material present on the package, and to
eliminate unnecessary waste. Packs and ink totally dissolve
in water.
Consumer Benefit: No tea bag waste to dispose of.
Biodegradable tea pyramids
United Kingdom: Charbrew 15 Biodegradable Tea Pyramids
Green Tea. Fifteen biodegradable tea pyramids of pure and
natural green tea to help you detox and unwind. Created with
selected leaves of the Camelia Sinensis bush, this green tea
delivers a light subtle infusion with a delicate fragrance. A
perfect daytime tea. Comes in plastic sachets held in a
cardboard box. Made using only the finest ingredients.
Biodegradable tea pyramids.
United Kingdom: Cottage Delight Peppermint Tea
Caffeine Free 12 Biodegradable Pyramid Tea Bags.
Made from only the finest peppermint. Peppermint has
been used to help with digestion. Biodegradable.
Cardboard box with an easy opening
Bosnia
and
Herzegovina:
Plantago
Crni
Caj
Sa
Dumbirom: Black Tea with
Ginger Flavor. Twenty individual
tea bags of black tea with ginger
flavor, in a cardboard box. Natural
source of Antioxidants. Recyclable
packaging. HACCP certified. ISO
9001:2008.
Resealable packs
Malaysia: Awas Tea
Stress
Relief
Fragrance Tea. Ten
bags of stress relief
fragrance tea in a
plastic pouch.
Malaysia:
Awas
Tea Beauty Tea.
Ten bags of beauty
tea in a resealable
plastic pouch.
Packaged tea has a new look at Dunkin' Donuts
•
•
•
Dunkin’ Donuts (US) is putting hot tea in the spotlight this
spring. Dunkin’ Donuts unveiled a new look for its packaged
hot tea, featuring a new design with more vibrant,
modernized graphics. The new boxes of packaged tea,
available in black, decaf and green varieties, will be arriving
at participating Dunkin’ Donuts restaurants nationwide
beginning today, for a suggested retail price of $5.99 for a
20-count box.
This year marks the 10th anniversary of the introduction of
Dunkin’ Donuts’ signature hot tea, a proprietary blend of
select high grown teas for high quality and taste. Dunkin’
Donuts’ traditional black tea is a well-balanced, bright and
flavorful tea with an attractive amber color and a brisk taste.
Dunkin’ Donuts’ green tea has a bright and verdant flavor
with toasty top notes. All of the farms from which Dunkin’
Donuts sources its tea are members of the Ethical Tea
Partnership, a not-for-profit organization established in 1997
to help build a thriving tea industry that is socially just and
environmentally sustainable.
Dunkin’ Donuts teas are sourced by a member of the Ethical
Tea Partnership to support the organization’s efforts to
improve tea farmers' lives and environment, and ensure a
sustainable tea supply for the future.
Metal tin & foil wrap - retain freshness & efficacy
United Arab Emirates: Kancura
Herbal Tea. Herbal tea loose
leaves in a metal tin. Foil wrap to
retain freshness and efficacy.
Helps digestion and problem of
constipation. A natural beverage
ideal for dieters.
Conclusion
•
The global tea market continues to be innovative, particularly in regard to flavor and
packaging advances. Extremely simple-to-use products but concentrating on high
quality ingredients are the order of the day.
•
Tea source claims are becoming of more importance- a similar situation to what has
occurred in the global coffee market with ethical concerns, very high on the agenda.
Fairtade, organic and rainforest alliance positioned products continue to grow, along
with the use of eco friendly biodegradable bags and packs. Remote sourcing claims
for premiumization purposes and differentiation could be a potential area of growth for
the global tea market.
•
In regard to flavor, savory flavors including a wide range of vegetables have emerged
in addition to more exotic and sophisticated fruit and spice combinations, offering
health-giving phytochemicals, as well as new flavor elements for the tea category.
The addition of chocolate for an indulgent flavor and experience should find more
applications in the future.

Tea product launch activity

Transcription

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