Vita expands younger audience reach with new product launch

Vita is looking to tap into the younger audience with the launch of its new Vita low sugar sparkling chrysanthemum tea. Meanwhile, it also aims to expand the Vita tea portfolio to carbonated soft drinks that could match with food pairing occasions such as hotpot and barbeque.

This comes as the brand believes that youngsters would be the brand's key customers on sparkling beverages since hotpot or BBQ or American food are some of their favourite types of food. The product will be rolled out in Hong Kong first, followed by other markets. 

In a conversation with MARKETING-INTERACTIVE, Vita's spokesperson said Vita Sparkling tea range was launched two years ago and it strategically expanded Vita tea portfolio to a new carbonated tea segment. 

"This year, Vita is proud to present an ’unexpected' and 'out-of-the-box' idea, leveraging classic Chrysanthemum tea and adding unexpected bubbling sensation, to bring excitement and build penetration to the Sparkling tea range.​ It’s also in low sugar formulation that could catch growing health trend," the spokesperson added.

The holistic launch of the product will be rolled out from early August, and will be promoted via offline TV, out-of-home, KOL, social campaign and sampling, amongst others. Mini sampling events will be arranged at all weekends throughout August and September across Hong Kong including Causeway Bay, Mongkok and Stanley. 

Don't miss: Vitasoy unveils new Vita Fresh Tea pop-up as part of omnichannel strategy

Back in June, Vitasoy HK has unveiled a Vita Fresh Tea flash pop-up store in Hong Kong's K11 Art Mall to refresh the city with its products as part of the company's omnichannel strategy. 

Available until 18 June at the atrium of K11 Art Mall, the pop-up store is designed as a fashionable tea house (維他鮮茶所) with the theme colour of yellow and green, where visitors can immerse themselves in the ambience of a real tea store.

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