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Givaudan] has announced an innovative approach to tea development through its 'Tea Time' programme, which integrates insights from European social media influencers.

This initiative aims to reshape the tea experience by combining consumer trends with creative storytelling, leveraging Givaudan's advanced digital tools and expertise.

The programme, which will be showcased at Drinktec 2025 in Munich from September 15-19, has resulted in six unique tea concepts co-created with influencers from diverse backgrounds, including culinary professionals and mixologists.

According to Diego Campos, regional marketing manager for Europe, the collaboration marks a significant shift in how beverage experiences are conceptualised and developed.

The Tea Time programme followed a structured three-phase process: immersion, casting and collaboration. Central to this initiative was the use of Myromi, Givaudan’s patent-pending handheld aroma delivery device, which allowed influencers to blend and refine aromas in real-time during a live co-creation session.

This interactive approach not only facilitated immediate feedback but also empowered participants to enhance existing tea blends with their unique perspectives.

Givaudan's research across four European countries identified three key opportunity areas: healthy hydration, surprising indulgence and premium formats.

These insights guided the development of new tea concepts designed to cater to evolving consumer preferences, such as functional calming blends and luxurious dessert-style teas.

Among the notable creations emerging from this initiative are:

• Pistachio Royale: A luxurious latte featuring rich pistachio flavours.

• Golden Hour: A non-alcoholic sparkling tea inspired by summer gatherings.

• ClariTea: A refreshing herbal blend aimed at promoting clarity and calm.

These concepts reflect a modern interpretation of tea culture, appealing to today's experience-driven consumers.

Diego Campos highlighted the programme's focus on transforming insights into tangible products, noting: “By merging consumer data with creativity and influencer collaboration, we’ve streamlined the path to market for tea innovations that resonate with consumers”.

Givaudan's participation at Drinktec 2025 will highlight these innovative tea concepts as part of its broader theme of 'innovation efficiency' across beverages, including beer and soft drinks.