Delightful tea in a box: Vita launches new flavour

Alongside Vita Fresh Tea’s new flavour launch, there is a holistic marketing campaign and an omnichannel strategy to widen reach.

Produced by beverage company Vitasoy International, Vita is a proud household name when it comes to tea. It has evolved with the markets and, more importantly, consumers to improve product quality, brewing innovation, as well as tea selections.

Recently, the brand has seen an increasing demand from customers to stay healthy and consume better quality beverages, and it wants to make such an experience convenient and enjoyable for them. As such, Vita has launched the Fresh Tea series, a new line behind the concept of “freshly indulged tea in a box” that comes with both low-sugar and no-sugar ranges, capturing the health and wellness trend.

Fresh Tea is launched to bring consumers unexpected excitement with a refreshing and authentic tea taste. Freshly made in Hong Kong and brewed out of fresh tea leaves without preservatives, high-quality fresh tea products have become consumers' go-to option since their launch. With the popularity of Fresh Tea rising, Vita sees an opportunity to launch a new flavour after thorough consumer research and market data analysis.

This led to the creation of Fresh Tea series’ Apple Black Tea flavour. It is a new low-sugar addition to the series, leveraging real juice and real Sri Lanka tea leaves. The sweet yet refreshing apple aroma blends perfectly with black tea, bringing out a unique, fresh taste in every sip. 

As part of this launch, Vita has created a relatable experiential campaign in the summer to make consumers experience the freshness the tea brand brings. It has featured 3D and 2D OOH advertising, digital content and engaging ad formats, word-of-mouth drive via micro-influencers, and content farms for amplification.

It has also promoted the product through sampling, vending machines, and pop-up stores around Hong Kong. The interactive pop-up store, in particular, features four activity areas, including different booth games and activations to excite consumers.

Apple Black Tea has accelerated the growth of the Vita Fresh Tea line-up. The brand’s successful performance has earned Vitasoy International recognition from the FMCG Asia Awards 2023, as the company took home the Consumer Good of the Year (Tea) - Hong Kong title. 

Organised by Retail Asia, the prestigious awards programme recognises the pioneers in the industry and celebrates excellence in introducing exceptional products or executing remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].