RTD and sachet tea brands highlighted fruity and herbal flavor combinations, vibrant packaging and tradition during the Natural Products Expo West show.
Tea’s consumption is steeped in centuries of tradition, art and ceremony from China and Japan to Turkey and India. In the US, tea’s consumption is rooted in flavor with nearly 40% of consumers saying that the most common types of tea are a taste they enjoy, according to Mintel data.
Last year, US retail sales of tea sachet and ready-to-drink tea reached about $10.5 billion, per Mintel. Consumption drivers of tea is similar to coffee with 83% of consumers drinking the former for energy or relaxation. According to Mintel, half of consumers buy one to two types of tea, and more than 60% of consumers stick with the same brand – providing brands an opportunity to encourage trial and communicate specific varieties.
Green tea varieties and tea sticks emphasize tradition and flavor
Tapping into the rich history of Japanese green tea, Sugimoto Tea Co. provided a roster of tea varieties like hojicha, sencha, kukicha and matcha in powder, loose leaf, tea bags and sticks. While these varieties are popular in Japan, the company provides a guide for each variety’s production, benefits and brewing directions.
Korean brand Kkokdam Tea showcased at Expo West its assorted flower tea sticks made with natural flowers, including chrysanthemum, Korean mint, mugwort and Siberian chrysanthemum. Once steeped in hot water, the flowers bloom and release flavor, with the goal of creating an aesthetically pleasing experience.
For UK brand Clipper Tea, the company’s tagline “We don’t just make tea, we make good tea” emphasizes premium taste and sustainable sourcing, according to Lex Rushmore, regional manager of Clipper Tea North America.
“We have got a long term commitment to organic, ethical sourcing” using organic and non-GMO ingredients, he said.
During the show, Clipper Tea featured its organic and Fairtrade herbal tea flavors, including lemon and ginger, licorice and peppermint and strawberry and Elderflower, and its sleep blend Snore & Peace with chamomile and lavender, among other traditional teas, like English Breakfast.
The company delivers high quality, ethically sourced teas with familiar flavor profiles “rather than focusing on making health benefit claims” as the tea is “more about enjoying a relaxing” cup,” said Rushmore.
As one of the UK’s first Fairtrade companies, Clipper Tea supports more than 114,000 farmers, workers and families in tea growing regions like India.
Clipper Tea’s B Corp, eco-friendly initiatives are reflected in its unbleached tea bags, which are hot-sealed, making the company plastic free, Rushmore added.
US brands highlight flavors, packaging and regional narratives
From the creators of Honest Tea, RTD brand Just Ice Tea showcased its lineup of USDA organic teas in flavors like peach oolong, honey green, lemon, raspberry and mango white and all sweetened with organic agave syrup so that they are “just sweet enough,” according to the company.
Weird Beverages leaned heavily into its Gen Z and Millennial branding for its RTD canned teas, which feature illustrations of “weird” multi-eyed rabbits, bats and other characters, including three-eyed Grateful Dead bears. The company partnered with the 1960s counterculture band for its line of yerba mate teas in Grateful Grapefruit and Mystical Mint.
Star Spangled Tea taps into bold flavors that reflect national state parks and states, as well as the US’ history with tea. The company showcased flavors including Georgia Peach Apricot Black Tea, Virginia Brandied Apple, Texas Iced Tea and its national parks collection including Yellowstone Berry Berry Herbal Tea and Yosemite Peppermint Herbal Tea.
