Drink Me Chai has announced the release of new packaging, the development of an artisan blend for cafés and a programme of targeted consumer marketing activity as it seeks to re-enforce its market position into the autumn months.
From October, new Drink Me Chai packaging will appear on shelves, using vibrant colours and images that reflect the drink’s Indian heritage, authentic taste and premium price point. The new packaging designs on the 250g tubs will be rolled out across Drink Me Chai’s seven brand variants in a bid to maximise on-shelf impact.
The brand will continue its relationship with education charity Pratham UK, with a percentage from each sale help to improve child literacy in India.
Drink Me Chai CEO Amanda Hamilton said: “To maintain Drink Me Chai’s position at the top of the category, we need to keep a close eye on emerging trends and to adapt and refine our product offering. Drink Me Chai – a premium blend of tea, milk and spices – is particularly popular with young consumers and, through the development of our brand, we are approaching our peak buying period in an extremely strong position.”
Drink Me Chai will be supporting the new packaging launch with a nationwide programme of sampling, targeting student hotspots – including universities and colleges – and coinciding with the start of the new academic year.
The sampling programme will also feature Drink Me Chai’s ready-to-drink product – already listed in independent retailers, and with ambitions to increase distribution other major retailers.
“Drink Me Chai ready-to-drink is designed to be enjoyed chilled, however, as it can be stocked in the ambient as well as chiller sections, retailers have great flexibility in how they position the product according to their customer profile.”
Cafés and restaurants in each location will also be targeted with specific sampling activity to announce the launch of a new artisan spiced chai recipe. The reduced-sugar blend, along with branded “chai jars”, has been developed specifically for this market, where chai is a popular alternative to coffee.
Artisan spiced chai will be sold in 1kg resealable packs and will launch this month.
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