zenithinternational 2014 Ready-to-drink Tea Innovation A review of recent key trends and new product development
September 2014
Research Note In undertaking its research for this report, Zenith has utilised its internal data library and global databases, alongside other third party sources and interviews with the industry. Throughout its on-going research, Zenith also depends upon the goodwill and co-operation of operators active in the marketplace, and, as such, seeks to achieve a high level of accuracy. Liability This document contains information and may contain conclusions and recommendations. Every effort has been made to ensure that the information is accurate and that the opinions expressed are sound. However, Zenith International Ltd cannot be made liable for any errors or omissions or for any losses or consequential losses resulting from decisions based on the information. Important notice on distribution This report should not be quoted, referred to or transmitted to another party, in whole or in part, with out the prior written consent of Zenith International Ltd. Should you desire to release a copy of this report to another party for information purposes, we request you and the requesting party to indemnify Zenith International from any liability related to the report distribution. Such readers however will not be considered “users� of this report.
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Contents
The contacts at Zenith International in connection with this report are:
Section Jose Saiz Consultant Zenith International Ltd., UK
Page
1. Introduction and scope
4
2. Category overview
7
3. Brand profiles
20
Esther Renfrew Market Intelligence Director Zenith International Ltd., UK
3.1 Brand profiles: Ingredient Innovation
21
3.2 Brand profiles: New Flavours & Types
39
Tel: +44 1225 327900 er@zenithinternational.com
3.3 Brand profiles: New Textures
56
3.4 Brand profiles: Functional
63
3.5 Brand profiles: Packaging Innovation
76
3.6 Brand profiles: Cross-Category
83
Tel: +44 1225 327914 jsaiz@zenithinternational.com
Zenith International Ltd 7 Kingsmead Square Bath BA1 2AB United Kingdom T +44 (0) 1225 327900 F +44 (0) 1225 327901 www.zenithinternational.com
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zenithinternational 1. Introduction and scope
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1. Introduction and scope Ready-to-drink tea innovation
Overview The aim of this report is to assess developments in the ready-to-drink (RTD) tea sector, identifying and summarising trends and new innovations in order to understand what opportunities exist for new product development.
Scope of work A global market overview of trends and developments, featuring brand profiles to benchmark against leading and innovative RTD tea products worldwide, tracking recent innovation within the ready-to-drink tea sector as well as investigating the future outlook of the market. Categories covered in this report: Ingredient Innovation New Flavours & Types New Textures Functional Packaging Innovation Cross-category Products profiled in this report contain features that span a number of trends shaping the future of the RTD tea sector, including:
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Health benefits Added functionality Sweetened and unsweetened variants Energy propositions Kosher products GMO-free Organic certified Gluten-free
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1. Introduction and scope Ready-to-drink tea innovation
Definition RTD Tea:
For the purpose of this report, Zenith has limited its research scope using the following definition:  Tea-based or tea-flavoured beverage in a ready-to-drink format. It can come in different flavour variants, such as black, green, red, oolong, jasmine, and fruit among others. The report includes still and sparkling variants. Coverage Innovation and new product development shaping the global market for RTD tea launched from January 2012 through August 2014.
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zenithinternational 3. Brand profiles
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New Textures Bubbles
Coobo ZEEKEI, Germany www.zeekei.de
Product information: Coobo is the first bottle bubble tea to be launched into the market, made with tea and flavour packed, vitamin fortified popping ‘bobos’ (bubbles). The bubbles permanently float in the beverage, the result of a unique patented biotechnological process, giving the tea a stand out appearance. Launch date: July 2012 (mango lemon), July 2013 (strawberry bubbles) Variants: Mango Lemon – with green tea and apple popping bubbles. Strawberry Bubbles – with red rooibos tea, strawberry and kiwi flavour with strawberry popping bubbles. Ingredients: EU sourced ingredients, tea, juice, enriched with vitamins and natural dyes Positioning & channels: Positioned to appeal to the ‘millennial’ generation; available in modern retail and HoReCa channels Pack size & type: 500ml PET bottle Price: Recommended retail price EU€2.50 for 500ml bottle; HoReCa price EU€3.00 for 500ml bottle
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recommended
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Ingredient Innovation Yerba Mate
Taiyo no Matecha The Coca-Cola Company, South Korea and Japan www.cocacola.co.jp
Product information: The Coca-Cola Company have launched a new unsweetened RTD tea into the Japanese market, made with South American plant yerba mate. The tea, which is formulated for the tastes of the Japanese consumer, utilises the lively and energetic profile of South America in its marketing efforts. Launch date: March 2012 Ingredients: Yerba mate
Positioning & channels: Positioned to appeal to the ‘millennial’ generation; available in retail outlets Pack size & type: 280 ml PET, 500ml PET, 1.5 litre PET Price: JPY140, JPY300 and JPY120
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Packaging Innovation Bottle Cap
Tea Of A Kind Tea Of A Kind, USA http://teaofakind.com/
Product information: Launched in 2012, and with a subsequent redesign in summer of 2014, Tea Of A Kind is a range of four variants of ready-to-drink tea. The new bottles highlight the function of the Gizmo cap which when twisted turns the water into freshly brewed tea. Launch date: 2014 (redesign), 2012 (launched) Variants: Peach Ginger Black Tea, Citrus Mint Green Tea, Pomegranate Acai White Tea, Unsweetened Black Tea Pack size & type: 16 fl oz bottle with patented ‘Gizmo’ technology cap Price: US$3.49 for 16 fl oz bottle, US$29.95 for 12 x 16 fl oz bottle multipack
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