On average, each person drank 56 litres of tea per year, but only six litres of this amount could be attributed to ready-to-drink iced tea, the Darmstadt-based firm said.
“Why? In part because many consumers regard classic iced tea as being too sweet and often lacking the characteristic tea taste. As a result of the broad global acceptance of tea, Döhler (Doehler) sees untapped market potential in the RTD tea segment,” it added.
Although classic RTD teas tasting of, say, lemon and peach would remain popular, Döhler said, it added that these products often lacked the characteristic tea taste, where strong tea infusions could lend them an authentic note.
For instance, Döhler said that a brewed iced tea concept – replacing tea extracts with strong tea infusions – would allow advertisements to claim ‘made with directly brewed tea’.
“Brewed ice teas stand out on account of their natural appearance and authentic taste profile, clearly distinguishing themselves from existing classic iced teas on the market,” the company said.
Due to their lack of additives and technical concentration, Döhler said that strong tea infusions tasted like freshly brewed tea, and included black-, green- and white teas, rooibos and mate infusions and other teas made using herbs, spices and fruits.
Alongside cost-efficient infusions for “easy enhancement of iced teas”, Döhler also announced the launch of premium tea infusions using specially selected tea leaves that allowed variety and country of origin to be claimed on labelling.
‘Premium indulgence’ was also possible by combining tea infusions made from high quality tea leaves (Ceylon, Darjeeling, etc.) with natural fruit juice and reduced sugar, the company said.
“This premium concept appeals in particular to iced tea drinkers who are looking for natural refreshment with the authentic taste of tea,” Döhler added.
