Some Things Brewing

FUNCTIONALITY,

By Bridget Goldschmidt

ate last year, Fresh Thyme Market rolled out a kiosk highlighting the premium loose teas of Tiesta Tea in all 71 of the food retailer’s stores across 10 states. Found in the bulk food section, the TeaOsk offers a selection of black, green and herbal loose-leaf teas that can be purchased by the ounce, as well as a wide selection of tea infusers, loose-leaf teas in reusable tea canisters, and matcha green tea sourced directly from Japan.

“We’re constantly looking to expand our already vast selection of coffees and teas, which provide a depth of offerings for our customers,” says Robert

Abdee, category manager of dry grocery and bulk foods at Downers Grove, Ill.-based Fresh Thyme, which is partly backed by Meijer. “Some of our newer additions I’m excited about provide a ‘farm to cup’ experience for the consumer as well as provide details of programs that give back to origin communities or donations to charities.”

The partnership with Chicago-based Tiesta was inspired by the rise in popularity of loose teas, notes Abdee, adding that the program offers high-quality products “focused on flavor and function.”

Speaking of function, Abdee affirms that it’s currently all the rage in the coffee and tea space: “Adding functionality to various beverages has become a big trend in recent years. Being that coffee and tea are the two [most] consumed beverages worldwide, it’s only natural that this is the most efficient way to add additional functionality to a popular beverage that’s already part of a daily routine for many. It began with coffee brands such as Four Sigmatic, which set the benchmark for mushroom-based coffees, and has since expanded to other brands now offering additives such as fiber, prebiotics and probiotics. The growth continued, moving into the [ready-to-drink (RTD)]

Key Takeaways

Fueled in great part by the pandemic, functionality is currently all the rage in the coffee and tea space, enabling many to get even more out of a popular beverage that’s already part of their daily routine.

Additionally, as consumers grow more concerned with coffee and tea sourcing, retailers should help convey brands’ stories and values to shoppers.

Ultimately, though, the coffee and tea category is only a microcosm of the entire grocery offering.