Gama Innovation Award: Tata Tea Fusion Tea
Gama Innovation Award – Packaging
MANCHESTER – 26th April 2016: This month, the Gama Innovation Award – Packaging goes to Tata Tea Fusion Tea, which promises to bring tea blending to the masses by means of an unusual multi-layered jar.
"For the first time in India, tea lovers will get to prepare and enjoy their tea the way they want it", boasts Tata Tea Fusion Tea, a new product concept from tea conglomerate Tata that unites two different tea varieties in a single jar through the medium of packaging. The lower, and larger, portion of the jar contains "finest Assam tea", while the upper portion contains "flavour enhancing" Kenyan tea or green tea (depending on the variety), "to create a customized brew that is unique to each individual". An additional benefit of the design is that the separate compartments are said to maintain the freshness of each of tea variety, independently from the other, in the same pack.
"Tea is perhaps something of a latecomer when it comes to the customization theme in consumer goods", said Gama editorial director Tom Warden, "but Tata Tea Fusion Tea could help change that. Away from tea, one could equally imagine this eye-catching and functional multi-layered jar being applied to other FMCG categories where freshness and blending are key to flavour – from coffee in the non-alcoholic drinks space to herbs, spices and seasonings in the food industry".
Image source: Gama / Tata (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
Notes to editors
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