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Starbucks takes Teavana into $1.2bn packaged tea market
2018-08-09

From: FoodBev


Starbucks is eyeing a slice of the $1.2 billion packaged tea market, as the coffee chain prepares to take its Teavana brand into the retail packaged tea market.


The Seattle-based company has launched Teavana packaged teas – a selection of six premium tea sachets that will be available in the US this summer, expanding nationally throughout the remainder of the year.


Flavours include youthberry, which is described as a citrus-berry white tea blend with “pops of tropical flavour” and mango, orange, hibiscus and rose.


The expansion into grocery stores builds upon the success of the Teavana brand in Starbucks stores and allows consumers to bring the vibrant flavor experience of their favorite Teavana blends home, Starbucks said.


The Teavana brand became the subject of more focus in November after Starbucks sold its Tazo brand to Unilever. The company reaffirmed its intention to channel all its efforts in the packaged tea sector through Teavana, which it acquired towards the end of 2012, and that strategy has now boar fruit with today’s launch.


John Culver, group president – international, channel development and global coffee and tea for Starbucks, said: “The launch of Teavana packaged tea in grocery is just the beginning of the journey to bring consumers some of their Teavana favourites in a new, accessible format where they purchase their groceries.


“Since our acquisition of Teavana five years ago, we have continued to innovate within the tea category and build distribution outside of Starbucks stores. We remain committed to executing our plan to increase our tea business to $3 billion over the next five years through Starbucks global retail, packaged tea, and ready-to-drink premium Teavana craft iced teas.”


The latter is in reference to a range of bottled iced teas that Starbucks launched in conjunction with Anheuser-Busch two summers ago.


The packaged teas launched today consist of six flavours: youthberry, citrus-lavender, Earl Grey crème, peach tranquillity, imperial spiced chai, and jade-citrus-mint.


All the teas are packaged in tubs of 15 with a net weight of 45g.

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