Probiotics stir up the tea market
The latest innovation insight from Gama Compass™
MANCHESTER – 4th September 2015: This week, Gama’s innovation focus turns to hot drinks and the world of functional benefits, looking at a new probiotic launch that seeks to unite modern dietary concerns with the traditional British obsession with tea – Stir Daily Cultures Tea.
The latest product concept from UK firm Stir Drinks, Stir Daily Cultures Tea is a line of peppermint, green and breakfast tea that is promoted as “the easy way to feel good every day”, aimed at “people who want more from their normal food and drink”. Sold as a box of 14 tea bags, along with a “handy Daily Cultures calendar” – representing two weeks’ “supply” – the line boasts “1 billion cultures in every cup” and is advertised as “delicious tea for a yummy tummy”.
Stir Daily Cultures Tea’s emphasis on ‘normality’ is an indication that, in terms of widespread take-up of functional products, there can still be power in the ‘mundane’. By acting as a direct substitute for an everyday product – and by tapping into widespread concerns around dietary intolerance and digestive health – Stir Daily Cultures Tea has the opportunity to move beyond a niche audience to target an extensive and diverse cross-section of consumers, especially those for whom tea-drinking forms an integral part of their daily routine.
Additional sources: Beverage Daily
Image source: Stir Drinks
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