Is Super Premium Tea a new Trend?

With consumers continuously looking for more healthy alternatives to sugary beverages, is super premium tea becoming a growing trend?

Consumers should expect to see continued changes in the beverage industry in 2016, with better-for-you brands from large and small companies that communicate a story about purpose, ingredients and function. Sugary sodas and fruit juice beverages will continue to forfeit shelf space to drinks that promise energy, nutrition and satiety, all while being formulated with fewer, simpler ingredients, and less calories from sugars.

super premium tea

Today’s consumers want healthier refreshment, variety and convenience in their beverages. While the overall fruit beverage category has struggled in recent years, the super-premium segment is experiencing growth. The products tend to be expensive, but they target a higher-end consumer who can afford them.

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Super Premium Tea is well positioned as a healthy refreshment beverage. Brands like Purity Organic offers Super Premium Teas akin to that of the companies Super Juices. Purity Organic has introduced a new five-SKU line of Super Premium Teas, including matcha, mate and guayusa varieties. The products debuted at the 2016 Winter Fancy Food Show, held last week in San Francisco, and expand upon Purity’s range of juice, coconut water and tea offerings.Super Premium Tea

Packaged in 14 oz. glass bottles, the Super Premium Tea is comprised of three matcha-based beverages, a guayusa, pomegranate and peach drink, and a mate, grapefruit and ginger blend. The shelf-stable products contain 40 to 100 calories per bottle, depending on variety.

super premium tea

In an interview with BevNET, Purity Organic president Dave Minnick explained that the genesis of the teas sprung from New York beverage wholesaler Big Geyser, which distributes the company’s juices in the region. Big Geyser saw an opportunity for Purity to use matcha, a finely ground green tea powder trending in beverages, for a new line of products. While matcha is lauded for its functional benefits, Minnick said the teas were formulated with the intention of satisfying mainstream palates. It’s a big reason why Minnick sees potential for the Super Premium Teas to fit into a broad range of distributor portfolios.

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“Tea has been growing,” Minnick said. “We don’t do much in tea. We’re traditionally fruit-based beverages. And we have a number of distributors who don’t have a tea, or if they do, it’s kind of a standard peach tea or raspberry tea. And they’re excited to have something more premium, more on-trend.”

Watch this interview, filmed on location at the Winter Fancy Food Show, to hear more from Minnick about Purity’s Super Premium Teas and why he views the line as approachable for mainstream consumers, particularly as it relates to the products’ lower-calorie formulation. Minnick also discusses Purity’s relationship with Panera Bread, which carries the brand’s Strawberry Paradise throughout its chain, and the company’s marketing plans for 2016.

Blog credit to Bevnet

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