Snapple is set to launch a new line of white teas and a new direction in marketing; educating consumers on the health benefits of drinking tea.
Snapple White Teas are a collection of baby white tea leaves blended with light fruit essences and the first in a new line of products that will be supported by a “good for you” platform. The teas are naturally decaffeinated, contain antioxidants and are made with real sugar. The new beverages will be on shelves next month.
“The white tea category is poised to be an important sector for Snapple, and the tea category, as more and more consumers seek beverages with health benefits,” said Holly Mensch, VP, Snapple.
Snapple said that the white tea category—which is very small overall—exhibited significant growth in the past year showing an increase of more than 300%, citing 2005 Nielsen data.
Snapple termed the launch its most ambitious in its history. The campaign includes a national TV effort, it’s first since Whipper Snapple in 1998.
In-store sampling will run from May to August across all of Snapple’s major grocery accounts in top markets. Snapple reps are expected to dole out 250 five-ounce samples each day in some 4,100 stores, a Snapple spokesperson said. A mobile tour will also hit Snapple’s top ten markets this summer.
Snapple White Teas will be available at major retailers, grocery and convenience stores sold in 17.5-ounce bottles for a suggested retail price of $1.39.
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