Eclimb Flavour | How will the new tea drinks seize the market?

At present, healthy and high-quality new tea drinks are becoming more and more popular, and more and more brands have entered the market, which has brought impetus to the industry and also brought challenges. So, how can new tea drink grasp the market? First, the taste must satisfy consumers’ preferences. Whether the taste is good or not has always been the core factor that triggers customer consumption, and it is also the foundation for a new tea brand to gain a long-term foothold. Second, healthy products should better meet the needs of contemporary young people, so we must continue to develop and innovate healthy products based on the essence of tea drinking.

Taste

From the initial “powder age” to the current “health” and “safety”, people pay more and more attention to the formula and raw materials behind new tea drinks. Many brands insist on cutting, cooking, and cooking. From raw material selection to process control, they must ensure the quality and taste of the products consumers get, so that consumers can drink with confidence and enjoy themselves.

Healthy

As the main consumer group of new tea drinks, young consumers advocate health and delicious taste, and have higher requirements for quality. Therefore, when health awareness is gradually increasing and the plant-based trend is popular, brands add plant milk to new tea drinks, such as oat milk, coconut milk and other plant milk as base milk, and high-quality raw leaf tea, fresh fruits and herbs as tea. Drinking raw materials, breaking the “three highs” impression of high fat, high sugar and high calories brought by traditional milk tea. In addition, the newly released “White Paper on New Plant-Based Tea Drinks in 2023” also shows that as health concepts such as refreshing, light, and burden-free are deeply rooted in the hearts of the people, the development of products that do not use non-dairy creamer has become a major trend in the new tea drink industry. Oat milk is the first to try oat milk as a base instead of non-dairy creamer due to its rich texture, delicate taste and natural oat flavor. As early as the beginning of the year, OATLY developed a tea drink master oat milk, which has entered nearly 40,000 terminal stores, and the new tea drinks made with it have sold more than 20 million cups. The bamboo series of Baifen Tea is also paired with this oat milk, which has become a hot case this year. Taking the combination of bamboo fragrance and oriental tea as the starting point, with the blessing of oat milk, it presents a rich layer of multiple tastes. It tastes silky and fresh, and the taste is still endless.

In order to achieve healthier, higher-quality new tea upgrades and better meet consumers’ consumption needs, the Eclimb team selected raw materials from different origins for repeated comparisons when developing new tea bases – oat milk and other plant milks. Nutritional value, strict process control, measurement and matching.