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...been added not only to other beverages, but to everything from food to facial cleansers.
Michelle Weisblat, director of marketing for Sweet Leaf Tea, Austin, Texas, says the popularity of tea is being driven by more convenient packaging and improved taste of ready to drink varieties. This year, Sweet Leaf added new tea varieties, including Very Berry Hibiscus, Organic Half and Half Lemonade Tea, and Diet Mint Honey Green Tea, as well as a new line of lemonades sold in 16-ounce mason jars.
Sweet Leaf Tea considers itself to be one of the only true "bridge brands" in the tea category, appealing to both mainstream consumers and those who look for natural products.
"As the macro trend toward organic and healthier products extends into the mainstream, we believe that we are uniquely poised to appeal to those consumers who are ready to transition to something healthier than soft drinks, or products that use high fructose corn syrup," says Weisblat.
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She adds that while tea has been popular for a long time, it has become more esoteric, more so than five or 10 years ago.
"There are teas with acai, mangosteen, energy teas, carbonated teas, white teas, red teas--most of these products didn't exist [or at least not in a bottle] 10 years ago," says Weisblat.
Indeed, the prominence of white, red, green and blue tea continues to rise as RTD tea makers blend new varieties. Starbucks-owned Tazo introduced three new RTD offerings this year including Berryblossom White (white tea with a hint of blueberry), White Cranberry (white tea with white cranberry juice) and Diet Mojito Green Tea (green tea with a splash of spearmint and lime). Lipton's new Pure Leaf line includes blends of black, green and white teas, both sweetened and unsweetened, with flavors orange passionfruit, lemon, tangerine, raspberry and peach. New Leaf Tea, Orangeburg, N.Y., introduced a line of blue teas, which are based on oolong tea, available in three varieties including lemon, peach...
NOTE: All illustrations and photos
have been removed from this article.
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