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Modern
tea time - A tradition moves with the times
“Green
tea boosts fat-burning”, “Regular tea consumption lowers the risk of
cancer”, “Black tea protects against cavities” – this very traditional
drink keeps making headlines. After water, tea is the most widely
consumed beverage worldwide. Tea is a thirst-quencher and a natural
stimulant, and is popular for its beneficial effects on health and
well-being. Worldwide, 3.5 million tonnes of tea were produced in
2006 – 4.3 per cent more than in the preceding year. Alongside freshly
brewed tea, pre-prepared and packaged variants, the ready-to-drink (RTD)
teas, are becoming increasingly sought-after.
Whichever current study or recent statistic you go by, RTD tea is booming. The total market for ready-to-drink teas is currently worth around 19 billion Euros. In the United States alone, around 4.5 billion litres of ready-to-drink tea is consumed every year, and in Japan it is six billion. According to a study by Canadean, in Europe per capita consumption of two litres in 1994 had climbed to around four litres in 2005. The range of products on offer is becoming increasingly varied, as manufacturers strive to cater to modern consumers who cannot afford time-consuming tea-drinking rituals in their daily lives. The mobile consumer wants healthy products that can be used at any time and require minimal time and effort. In this respect, RTD tea pushes all the right buttons. In addition to the classic, refreshing ice tea, the tea varieties that are gaining popularity on the global tea market are those offering special health benefits thanks to their combinations of ingredients: green, black and white tea, Kombucha, Oolong, Mate, Rooibos, herbal and floral teas. New varieties of RTD tea are appearing all the time.
Norman Gierow, NCSD Market Segment Manager at SIG Combibloc: “Tea sounds
healthy, and it is. Even with RTD tea, it is a natural product that has
been used for generations to soothe physical ailments and particularly
stress-related complaints. Tea contains antioxidant agents called
flavonoids. In the human organism, these can help protect against free
radicals, which damage cells by oxidation. The vitamins and trace
elements contained in tea strengthen the immune system and slow down the
ageing process. Consumers therefore rightly judge tea to be healthier
than many other soft drinks. At the moment, the majority of all RTD teas
have a black tea base. In the future, though, green tea, fruit teas and
herbal teas will be the main drivers for growth in the RTD tea sector –
the industry anticipates that in 2010, global sales will total more than
25 billion litres”.
Long tradition
The origins of tea-drinking are steeped in myth and legend, some of it very disparate. It has been scientifically shown that in China, the birthplace of tea, people started cultivating tea bushes and using their leaves around 3,000 years ago. The traditional tea plant, Camellia sinensis, flourishes in tropical and subtropical climates and can grow to a height of 30 metres. On plantations, however, it is now cultivated in bush form.
Over the centuries, methods of preparing tea have changed. It was originally roasted and pressed into briquettes, which were then boiled up again later. Since the Yuan Dynasty (1280–1368), boiling water has been poured directly over the tea leaves, and this is the brewing technique that is most widely used today. This form of preparation was honed to a fine art during the Ming (1368–1644) and Qing (1644–1911) Dynasties. In parallel with this, the Chinese tea service evolved into the familiar form still in use today. This includes a teapot, together with cups with saucers and lids, usually made from earthenware or porcelain. After tea itself, the tea service was China’s second most important export item in those days, and the evolution of its design was closely bound up with the global success of tea. Tea spread from China to the rest of world, first via the land routes to India, the world’s second big tea-producing nation, and later to Arabia and the Asian part of Russia. The first boat-load of tea reached Europe in 1610. The Chinese love affair with tea was embraced by enthusiasts in every corner of the globe: trade in tea and porcelain was one of the driving forces in the emergence of the world economy.
Despite its resounding success on the global market, it is the original home of tea-drinking that continues to be the biggest producer, and consumer, of tea. The Chinese have more than 8,000 varieties of tea. On the international tea market, China is the world leader with production of more than one million tonnes (2006), with India in second place on around 956,000 tonnes. With around 310,000 tonnes each, Sri Lanka and Kenya are in third and fourth places. There is no universal classification system for teas. Tea is sometimes divided into six categories depending on the degree of polyphenol oxidation (fermentation): green, yellow, black, blue, white and red. Under another method, tea is differentiated according to the form in which it is sold: red, green, Jasmine, Oolong, white, pressed and instant. The best known are fermented black tea, semi-fermented Oolong tea and non-fermented green tea.
Asia sets the trend
Tea has been offered as a ready-to-drink chilled beverage in aseptic
carton packs, in glass or in plastic bottles since the 1980s. While
products based on black tea continue to predominate, green tea products, Rooibos tea, herbal teas, fruit teas and flower teas are now also taking
their place on supermarket shelves around the world. Norman Gierow:
“Product innovations like these are generally created and further
developed in the heartland of tea-drinking culture – Asia. These new
forms then serve as guidelines for all product innovations in RTD tea in
industrialised nations such as the United States, Great Britain, Germany
and France. As well as an increase in the number of varieties available,
the trend is primarily towards unsweetened tea variants, which stimulate
fat-burning”.
One of
the pioneers in RTD teas is Tai Hwa Oil Industrial Co., Ltd from Taiwan.
The company, founded in 1958, has been selling its tea products in
aseptic carton packs since 2000, and has often wooed consumers with new
variants. The company’s product range includes classic black tea-based
products and tea blends containing milk. With the launch of its wellness
green tea ‘Shoang Jiann Meei’, selling under the Clean Field brand name,
Tai Hwa also has the health-conscious consumer firmly in its sights. In
addition to the beneficial components of the tea itself, this product
contains added grape seed extract and catechin, which is thought to have
antithrombotic and anti-inflammatory properties. Pamela Lin, Head of
Marketing at Tai Hwa: “According to
traditional Asian medicine, green tea is extremely beneficial for human
health. It is invigorating, aids circulation and enhances oxygen uptake.
Furthermore, it speeds up the metabolism, increases the body’s
resistance and supports the detoxification of the liver and of the
entire organism, particularly the breakdown of alcohol, fats and waste
products. The modern consumer is well aware of this. But people no
longer have the time to spend on extensive rituals preparing and
drinking tea. So even in the traditional tea-drinking cultures of Asia,
RTD tea products are enjoying growing popularity.
This is where our
products come in.
In
aseptic carton packs, they are ready to drink, packaged in a way that is
gentle on the product, and easy to transport, so they are perfect as a
healthy thirst-quencher – whether at home or out and about”.
When it came to choosing the packaging for the company’s ‘Wow’ RTD lemon tea, capturing consumers’ attention was of key importance. The first provider to offer the package in Asia, Tai Hwa opted for combifitSmall with its characteristic slanted top. Pamela Lin: “With its distinctive shape, the package stands out clearly from competitors’ products. So it is perfect for making this black tea-based beverage appeal particularly to young consumers – primarily children and teenagers who are looking for something special”.
A success with bubbles
Taiwan’s Sunkey Group, which was the first company to offer the beverage
known as ‘Bubble Tea’ in ready-to-drink form in aseptic carton packs, in
Green Tea, Tea with Milk, Jasmine Tea and Black Tea varieties, has also
tuned into the need to offer consumers something new and unusual. This
cult drink originated in Taiwan, where two different teahouses claim to
have invented it. One of these is the Chun Shui Teahouse in Taichung
City, where, in the early 1980s, Liu Han Chie experimented with hot tea,
ice cubes, milk, flavourings, syrups and tapioca pearls, tiny balls of
starch made from cassava root (manioc or yucca plant). To mix the
ingredients, he shook them in a cocktail shaker – this created hundreds
of tiny bubbles which collected on the surface of the drink, while the
tapioca ‘pearls’ floated in the tea. The ‘bubbles’ and the tiny balls of
starch gave the Bubble Tea, or Pearl Tea, its name. Today, Bubble Tea is
usually served with an extra-wide straw, so that
the exquisite drinking
experience can be savoured to the full. The bubble effect in Bubble Tea
was originally produced by mixing the ingredients in a cocktail shaker, but the bubbles in Nulife Bubble Tea are created by shaking the tea in
the carton pack. The headspace of the aseptic carton pack from SIG
Combibloc enables the ingredients to be mixed thoroughly. As in a
cocktail shaker, the shaking action creates airy bubbles inside the
carton pack, which give a tingling sensation in the mouth. This
mouthfeel and the taste of Nulife Bubble Tea have found a particularly
enthusiastic reception among young people. In Asia, California and
Canada, Bubble Tea now has a cult following.
Grains keep it cool
Taiwan’s Hey-Song Corporation is one company that place emphasis on the health benefits of grains, with the launch of ready-to-drink Barley Tea in combiblocSmall 300 ml. Tea made from roasted barley seeds is a popular and healthy thirst-quencher in Asia, especially in summer. It gives a velvety feel in the mouth, creating a cooling sensation. Barley Tea helps ease the symptoms of rheumatism, bronchitis and high fever, and is used in colic cases to regenerate the mucous membranes. In addition, it is thought to provide relief for coughs and sore throat.
When it comes to RTD tea products based on flowers, too, Taiwan is a
global leader in innovative ideas. The product range of Chen Kou Wei
Food Enterprise Co. Ltd includes ready-to-drink jasmine tea in a carton
pack, designed to appeal specifically to the health-conscious consumer.
This tea variety is available in 250, 330, 400 and
1,000 ml.
Jasmine tea, with its
strong scent, is the most popular flower-based tea.
The jasmine plant originally comes from southern China, and is a member
of the olive family. Jasmine tea is thought to help ease cramps, break
down fats and lower cholesterol level. Chen
Kou Wei is now one of Taiwan’s leading providers of RTD teas. Since
1995, the company has been selling Green Tea and Oolong Tea in combiblocStandard
1,000 ml. With the objective of breaking into the catering sector, in
2003 the company switched over to the slender combifitPremium
1,000 ml with screw cap. In tandem with this packaging relaunch, Chen
Kou Wei expanded its product portfolio to include a range of green teas
flavoured with fruits such as Plum, Passionfruit and Grapefruit, as well
as a range of teas in the flavours of popular desserts including
custard, chocolate and ice cream.
In Indonesia, for example, Ultrajaya counts on a combination of ready-to-drink jasmine tea and black tea. Under the brand name “Teh Kotak” the product is available in the aseptic carton packs combiblocMini 250 ml and combiblocSmall 300 ml. The new RTD-tea exactly meets the taste of the Indonesian consumers. Ultrajaya especially wants to address young adults appreciating the handy drink for on-the-go consumption. The company takes advantage of the volume flexibility of the filling machines from SIG Combibloc. With just a few hand movements the filling machines are converted and set to the new volumes via touch-screen monitor within minutes. So it is possible to fill different volumes on the same filling machine - and the company can flexibly and quickly react to market and consumer needs.
The healing power of flowers
Food and drink manufacturer Yeo Hiap Seng Ltd. (YHS) has established its niche in China by offering a broad range of tea varieties. With its range of teas, this company has in its sights the modern consumer who is aware of the link between diet and the individual’s physical and mental well-being, and makes his or her food choices accordingly. In the product segment ‘Tea’, this manufacturer is opting to focus on fruit teas, herbal teas and flower teas. Catchy names like ‘Watermelon’ and ‘Snow Pear’ pique the interest of the Chinese tea-drinker. The products are offered in combiblocSmall 250 and 300 ml. The manufacturer claims that both tea varieties have antipyretic action and help to drain and flush waste products from the body. The quintessentially Chinese chrysanthemum tea, too, is available ready to drink from YHS in combiblocSmall 300 ml from SIG Combibloc. Chrysanthemums are originally from China. It is popular not only for its huge variety of shapes and colours, but also most notably for its curative properties. Chrysanthemum tea is believed to have a cooling and antipyretic effect.
A wholesome duo: tea and milk
When it comes to RTD tea, Asia continues to set the trend. But major
food manufacturers in other parts of the world have long since become
aware of the curative powers of tea extracts, and incorporate the
essences of these plants into new product concepts. In Spain, for
example, Leche Celta is attracting attention with Celta AntiOx, a UHT
milk product enriched with TEAVIGOTM. According to the
manufacturer, the additive is a 100 per cent natural antioxidant,
derived from green tea. Combined with milk, it helps protect the human
body against free radicals, slowing down the ageing process. “TEAVIGOTM
is an antioxidant in a highly concentrated form.
In Celta AntiOx, we have incorporated the active
ingredient into a great-tasting milk drink that is the perfect way to
give your body a healthy boost”, says
José Antonio Gutierrez, Marketing Manager at Leche Celta. “Added
value concept is the catchphrase here.
The realisation by consumers that by choosing their foods responsibly
they can support their own physical well-being opens the way for
products with added health benefits to come onto the scene”. This is
also reflected in the choice of packaging, says José Antonio Gutierrez:
“After comprehensive consumer surveys, we decided to offer the product
in a carton pack. The four display surfaces can be fully incorporated
into the design, which means the additional benefits of the products can
be easily and effectively communicated to the consumer. And combifitMidi
has never been seen before on the Spanish dairy market, so that’s an
added attention-grabber for consumers”.
Kneipp remedy in a carton pack
A major
player in the health business, sportfit Fruchtsaft GmbH & Co. KG is
launching its new tea products, appealing particularly to the ‘young,
health-conscious women’ target group, in Germany. Kneipp ‘Tea for me’ is
a combination of tea and fruit juice, enriched with vitamin C, minerals,
and herb and plant extracts. Even today, Sebastian Kneipp’s (1821-1897)
holistic thinking represents a pioneering movement in naturopathic
treatment methods and contemporary preventive medicine. By integrating
his knowledge of the curative properties of water and medicinal plants
and his own experience into a systematic set of guidelines, he created a
visionary concept for living that treats the person, his or her habits
and natural environment inextricably as a single, balanced entity. The
Kneipp name has come to stand for scientifically-proven naturopathic
products and applications, and for a holistic lifestyle. Kneipp ‘Tea for
me’ is available in Germany in Green Tea Nettle with Raspberry & Aronia,
Green Tea Ginseng-Ginkgo Apple Cherry, and Rooibos Lime
Blossom-Jasmine/Orange Passionfruit varieties, in combifitPremium
1,000 ml with screw cap combiSwift. Nettle tea is known as a blood
purifier and drainage agent, and this effect is underscored by the
active components within the green tea. Ginseng and Ginkgo extract are
added to improve concentration, relieve stress and reduce feelings of
weakness, as well as to aid circulation.
Mate tea
picks you up
In
Austria, Eckes-Granini Austria GmbH has launched YO Vital, a beverage
concept in which the health benefits take centre stage.
Doris Dannecker,
Marketing Manager for Eckes-Granini Austria: “The new refreshing YO
Vital drinks provide harmonious blends of local fruits and tea. The high
vitamin content is an extremely valuable contribution to every day
nutrition and well-being. YO Vital - drink plenty live actively”.
The tea
products in the YO Vital range, Apple-Quince with Green Tea and
Cherry-Blackthorn with Mate, are available in combiblocPremium
with the recloseable screw cap combiTwist. The finely-chopped leaves of
the Mate bush, a native of Central and South America, have become a
popular wellness drink in many parts of the world. Mate peps up the
action of nerves, muscles and the metabolism, boosts the
circulation,
and is a diuretic and a stimulant.
The Rauch Group is also putting emphasis on the health benefits of green tea. Austria’s biggest fruit juice and tea drink producer has blended green tea with the smooth taste of White Peach, opting for combiblocMaxi with combiTwist to underscore the natural character of the product. Market expert Norman Gierow predicts further positive development in the sector: “RTD tea is one of the soft drink types that is set to experience very dynamic growth world-wide in the future. We are seeing potential for strong growth in health-boosting tea products particularly in Russia, Eastern Europe and North America”.
SIG Combibloc is one of the world's leading systems suppliers of
carton packaging and filling ma-chines for beverages and food. Employing
approx. 3,890 people, the company recorded sales of EUR 1,210 million in
2006. SIG Combibloc is a division of SIG Holding AG, Switzerland.
Since May 2007, SIG Holding AG is owned by the Rank Group, New
Zealand.
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