Martin Bauer Inc. introduced its “Be Fit – Extracts for Body Brain” in the United States. The concept, which was unveiled at Health Ingredients 2010 in Europe, incorporates natural tea and herbal extracts for formulation in three health categories: energy, vitality, and mental and physical strength. Its energy concept includes an energy shot formulated with green maté, guarana and cola nuts for energy without additional caffeine or artificial energy boosters, the company says.
Consumers are refining their tastes when it comes to tea. Product launches and sales data suggest that organic positioning for teas and ready-to-drink (RTD) teas are helping to sustain and grow certain aspects of the category.
In the tea category, some of the most unique new innovations are not just offering consumers new flavors, but creating entirely new drinking occasions for tea as well. “Breakfast tea” has been a common tea variety for years, but some tea companies are creating new drinking occasions with products targeted at other specific times of day. Tea Forté Herbal Retreat Teas, for example, are going after the cocktail hour, while the Republic of Tea’s Cuppa Chocolate Teas are designed as dessert drinks.
