Vitasoy Unveils Unique Tea Flavours to Woo Younger Generation
Hong Kong's leading beverage brand, Vitasoy, is shaking things up with its latest product line. The company, founded in 1940, is introducing unique tea flavors to appeal to a younger generation, including 'fragrant duck poo tea', a popular oolong tea from southern China's Chaozhou. This move comes amidst intense competition from innovative Chinese news brands and the growing demand for breaking news-style tea beverages.
Vitasoy, which expanded into tea beverages in the 1970s with its signature ready-to-drink lemon and chrysanthemum tea, is now facing pressure from novel brands directly competing with them in China. These competitors are launching numerous new products, such as 'spring-themed Oolong teas' and 'green milk jasmine teas', putting Vitasoy under the spotlight to innovate.
Market leaders like Mixue, Guming, and Auntea Jenny have introduced over 100 new products each in 2023, with flavors like 'peachy spring oolong tea' and 'jasmine milk green tea' proving popular. Vitasoy's chief executive Roberto Guidetti acknowledges this intense competition and the growth of on-premise businesses like coffee shops and teashops in China.
In response, Vitasoy plans to roll out new products like 'low-sugar white peach soy milk' in China and Hong Kong to cater to health-conscious consumers. The company aims to create a new brand narrative that resonates with both local and mainland Chinese consumers, as Hong Kong's integration with mainland China poses a challenge for Vitasoy and other local news brands.
Vitasoy, Hong Kong's biggest beverage brand, is introducing exotic tea flavors like 'fragrant duck poo tea' to appeal to a younger generation. With the freshly made teashop market in China growing by an average of 25% annually from 2021 to 2023, and the number of shops and brands expected to reach 660,000 and 4,000 to 5,000 by the end of 2024, Vitasoy is committed to innovating and responding to the growing demand for breaking news-style tea beverages led by young consumers.
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