☕ Coca-Cola Brewing Tea?!
In a refreshing twist, Coca-Cola is now entering the ready-to-drink segment with fleshly brewed tea. Why? How? Read on.
Have you ever found yourself craving a refreshing cup of tea but just didn't have the time to brew it? Well, you're not alone.
In this hustle-bustle world, Coca-Cola India is foraying into the ready-to-drink tea beverages segment with the launch of ‘Honest Tea’ - and things are getting exciting!
The brand is owned by Honest, a subsidiary of Coca-Cola. The organic iced green tea comes in two flavours - lemon-tulsi and mango.
So, is Coca-Cola brewing up tea leaves now?
Naah. Why compete when you can collaborate?
Coca-Cola is playing it smart by partnering with the best - it has partnered with Luxmi Group’s Darjeeling tea estate, Makaibari, to source its top-notch organic tea.
Why is Coca-Cola Eyeing Tea, Anyway?
Since 2004, Coca-Cola has been a market leader in the carbonated soft drink and beverage industry.
But hey, times are changing.
Now, as the world looms with obesity and other health problems, consumers are rapidly shifting towards health-conscious choices.
Organic tea happens to be one of them.
A survey by OneGreen, one of Asia’s largest e-commerce marketplaces for sustainable products, indicates a shift towards healthy buying. Eight out of ten respondents have changed their buying behavior to prioritize their health and well-being, while six out of ten respondents consider the environmental impact when making purchase decisions.
To stay relevant with the tides of changing times, giants like Coca-Cola should also adapt to changing consumer preferences.
Plus, the ready-to-drink (RTD) segment in India is booming.
In 2023, revenue in the RTD tea and coffee market in India is $ 213 million in 2023, and is expected to grow annually by 13.53% from 2023 to 2027.
This robust growth is propelled by rising urbanization, hectic lifestyles, and a growing preference for convenience.
What's really interesting is how the RTD market, traditionally dominated by beverages like coffee and energy drinks, is now witnessing an expansion with the introduction of healthier options like iced teas and green teas.
The future of India's RTD tea market is brewing a narrative as rich and complex as a well-brewed cup of Darjeeling tea. It's a blend of traditional practices and modern trends in the beverage industry.
With Makaibari's rich tea legacy and Coca-Cola's extensive marketing and distribution network, will Honest Tea redefine the way we consume tea?
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