Currently owned by international food and drink conglomerate, Mondelez, the brand will look to compete with a focus on social classes C and D. Tang intends on selling their powdered tea packets for around just R$.
The Tang tea products are similar in format and packaging as the brand's powdered juices. The format and packaging types are cheaper and more affordable for lower social classes as well as middle and higher social classes as the country is going through its worst financial crisis since the 1930s.
Tang's push into powdered teas started earlier in the year as a bet on the country's summer season. Summer runs from December to March in Brazil. Most of the brand's advertising will take place at points of sales in hypermarkets and supermarkets.
Mondelez did not release how much they invested in this endeavor.
"Among the beverage categories in which we compete indirectly, ready teas is the category that grew the most. This is a big opportunity for us," said Fabio Melo, the brand's marketing manager, to magazine, Exame.com.
The expectation is that the product will win over social classes C and D with a low price. "Besides being in powdered form, it is the closest thing to iced tea. Ready tea is refreshing and people want to buy it, but it costs almost R$5. Tang is a R$1 product and produces 1 liter of beverage," said Melo.
Tang powdered tea is already sold in Mexico and Argentina. It took the company two years to produce flavors favorable for Brazilians taste. Delays were also caused by the company evaluating the right time to launch the product to the national market.
Sales to retailers started in September, and the product was available on the shelves in June 2016. Flavors include Mate Tea with Guarana, Black Tea with Lime, Black Tea with Peach and Mate Tea with Orange.
Source: Supermercado Moderno (in Portuguese) Tang Enters Brazilian Tea Market
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