Tata Global Beverages Ltd. has announced a new premium “Fusion” line that enables customers to blend their own green and black teas.
Tata Tea Fusion is packaged in a divided 250g pouch with a larger portion of “Superior Assam” and a smaller quantity of “green tea enhancer.” The tea is also available as a combination of “Superior Assam” and Kenyan black tea. The tea also comes in 250g jars nested with smaller quantities of either green or Kenyan.
Packaging promotes “Freedom of choice. Blend your tea the way you want it.”
Tata Global Beverages Regional President for India, Sushant Dash, told The Business Standard that Fusion “is for the Indian consumer who wants to have the normal boiled taste of tea, it is for the Indian palate.”
Tata Tea marketing director Rishi Chadha told FoodBev Media the product “is a testimony of consumer centricity that is at the core of all our endeavors at Tata Tea.”
Tata spokesman said “we will see how the brand does in the initial days. Once we see acceptance of the product, then we would think to introduce it into new geographies.”
Tata, which markets Tetley and Good Earth brands in the U.S., is also introducing its first instant coffee: Tata Coffee Grand. The coffee is sourced in Southern India where 80% of India’s coffee is consumed. The 50g pack of coffee will sell for INRs 130 ($1.95). Instant coffee is a $195 million segment of the $375 million Indian coffee market.
Tata Tea is one of the top five tea and coffee beverage companies in the world with annual sales of $1.4 billion.
Source: Tata Global Beverages, FoodBev Media, The Business Standard