After nearly two sluggish decades, China’s ready-to-drink sugar-free tea market is finally flourishing, fueled by growing consumer demand for healthier lifestyle choices. According to forecasters, the category will surpass 10 billion Yuan ($1.37 billion USD) in the next two years. Master Kong, a leading food and beverage company in China, recognized an opportunity to design and develop a breakthrough tea product that would build on its deep R&D expertise and appeal to mainstream health-conscious consumers. As the industry giant embarked on a brand innovation journey, it reached out to IDEO for help.
Master Kong (known internationally as Tingyi Holding Corporation) is number one in market share in both instant noodles and ready-to-drink teas, with over $10 billion USD in annual revenue. While China has a rich tea culture, most sugar-free bottled tea on store shelves markets itself as “healthy” and “tasty.” Wanting to set itself apart from the competition by uncovering new consumer needs, Master Kong reached out to IDEO. Together, Master Kong and IDEO immersed themselves in modern Chinese tea culture and built a new, premium, sugar-free bottled tea brand that resonates deeply with contemporary tea drinkers.
Imagine a future where waiting lists for heart surgery are a thing of the past
To drive a step change in the state of our health in the UK, we must allow ourselves to rethink the ways in which we keep ourselves and our families healthy. The National Health Service cannot be our sole partner in this endeavor.
