Was art the missing ingredient that prevented tea from finding a wider audience up to now?
Art is only one of the missing ingredients. Innovation is the other. Without the flow through silken style bags there would be no full-leaf tea in a bag. The package alone may entice the consumer to pick up the box and purchase the tea but that alone may not inspire the second purchase, nor will it encourage word of mouth exposure or build customer loyalty. Only the potent combination of art and innovation can broaden an established market. For decades most Americans only thought of coffee as a commodity brand like Folgers (no offense). Then came along several creative and innovative companies like Starbucks that put the “art” into coffee. The consumer shift was significant and it changed the entire category. Tea may never hit the same stride that coffee has enjoyed but it is evident that pent-up demand for something new, refreshing and innovative is surfacing and a significant change is about to take place. A combination of art and innovation is also evident in your RTD line of produc
