KELLYONE Yicha- Jasmine White Peony Tea_Hangzhou Hengze Food & beverages Co. LTD_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

KELLYONE Yicha- Jasmine White Peony Tea

Beverage | Tea and Plant Drink

Hangzhou Hengze Food & beverages Co. LTD

Company Website

https://kellyone.tmall.com

Company Introduction

KELLYONE is a vibrant and innovative beverage brand that was established in 2016.The brand is committed to delivering its consumers with an exceptional experience by only using high-quality and healthy ingredients.

Since its inception, KELLYONE has been dedicated to the beverage industry and has introduced a range of products including KELLYONE One Tea, KELLYONE POPPER Sparkling Water, and KELLYONE CHACHA fruit tea. KELLYONE has expanded its reach to primary, new primary, and secondary cities via Modern Trade and Organized Trade, with a view to promoting an ecological sales network linking online and offline chains.

Product concept, highlights and added value

In the consumer communication, with the "sugar-free health consciousness" awakening, consumers began to find real products without adding sugar and sugar substitutes. The tea beverage made of raw leaves, 0 sugar, 0 fat, 0 energy and no flavor has become the "favorite" of consumers. In addition, we can also observe the obstacles for young people to accept sugar-free tea: in flavor, the bitter and astringent taste of tea, the feeling of freshness after sterilization, the loss of tea fragrance and so on; in image, the portrait of pure tea drinkers has a relatively conservative stereotype, which is not enough novel and lively. Therefore, the original intention of "Yicha" design is to develop the flavor that makes young consumers "refreshed" and the fresh and pleasing packaging on the basis of sugar-free tea, and tell the story of oriental tea in a way that they "like to hear and see". In the concept of product innovation, "Yicha" is based on the young consumers aged 22-35 who are interested in "tea" and expect it. Considering the new generation of tea drinkers who seek new and change, not sticking to the traditional taste of six major teas, Yicha has made a flavor combination of "tea + X", which has both the clear and fragrant scent of jasmine and the mellow and thick taste of white tea. The original intention is to make the taste of sugar-free pure tea more acceptable. In terms of sensory evaluation of the product, firstly, carefully select the material, select the "first-class" Zhenghe white peony from Zhenghe production area in Fujian, and match the fragrant jasmine dew, with floral and slight fragrance in the sweet and moist, thick and mellow tea sense, high fragrance and sweet taste. Secondly, good technology brings good feelings, adhere to the original leaf extraction, combined with high-speed centrifugal technology, to ensure that the tea soup is transparent; membrane filtration technology, smooth taste; high temperature instantaneous sterilization + aseptic cold irrigation, long fragrance.

Product Images

Please briefly describe how your product communicates with consumers

In recent years, in addition to the pursuit of "taste, flavor" concept, consumers pay more attention to "health" and other dietary factors. With the market for gradually younger "good tea" demand, KELLYONE insight into the trend, uphold the pure heart, focus on breaking the old cumbersome tea concept, carefully create 0 sugar 0 fat 0 energy 0 essence of pure tea - KELLYONE Yicha, a mouthful is good tea. In terms of marketing, as a new Chinese pure tea, we did not choose to hang the product concept like the moon; but with the nature of "tea" as active in CCTV, ladder media, outdoor screen, "Fengshen" and other platforms or media precipitation effective product exposure. KELLYONE combined with a tea warm and moist Oriental tone, with the traditional 24 solar terms as cultural inspiration, launched the "solar term tea" attitude content; we searched up and down with Xinhuanet "nutrition translator" to explore the depth of tea; also with the CCTV video "the great elegance of the country" together, from the mountains of Wuyi to the south of the brilliant clouds, enjoy the wonderful integration of tea and life. A tea, four seasons good tea. The endorsement of KELLYONE tea series products is a two-way choice, Chinese mainland actor and singer Chen Kun and "a tea" hit it off in temperament and quality. Chen Kun loves tea in life, and pursues pure nature with the spirit of walking around China and being enthusiastic about public welfare, which coincides with the brand tone of "Yicha" to create "pure good tea". This also makes us dedicated to tell the story of Chinese good tea in a younger and more extensive form.

Product Images