The latest innovation insight from Gama Compass™
MANCHESTER – 5th May 2016: Featuring in this week’s Innovation Insight is a new player in the hot drinks aisles that promises to take the mess and guesswork out of tea brewing with the introduction of a new instant aerosol format – No More Tea Bags Tea Concentrate.
Advertised as “normal tea – only better”, No More Tea Bags Tea Concentrate from UK-based Yum Cha Drinks claims to offer “a better way to make tea than with those soggy old tea bags” by providing tea in a concentrated liquid form to which the consumer needs only add hot water. Aside from the reduced waste, the company makes a point of highlighting the convenience, customization and taste benefits of the product: the makers claim to “brew proper leaf tea for the perfect amount of time so you don’t have to”, meaning the tea is “never underbrewed or stewed”, and also emphasise that the consumer can adjust the strength of the tea to suit their own taste. Users are directed to dispense “one short squirt” into the bottom of a cup or mug and then just to add water, for “hotter, tastier tea in an instant”. The pack format of choice is a 200ml nitrogen-propelled aerosol, sufficient for 5 litres (or 20 cups) of tea in total.
Launches such as No More Tea Bags Tea Concentrate underline the impact of key innovation trends in the hot drinks market, with the dual factors of convenience and premiumisation increasingly influencing consumer choices. By finding new ways to bring these benefits to the retail space, FMCG firms can capitalize on changing consumer needstates that see virtues such as mobility, simplicity, versatility and interactivity – alongside quality – increasingly prized in new hot drink launches.
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