Marketers are bringing new ingredients-from cactus to hibiscus-to the ready-to-drink arena.
Launched in 2013, TK Hibiscus is the first all-natural, fresh-brewed organic hibiscus RTD tea on the market. The brand saw significant sales growth last year and is now sold in more than 700 stores within the United States, including in Whole Foods and soon on Amazon.com, as well as in the Caribbean.
“We’re introducing this great ingredient to many new customers who have never tried it before,” says cofounder Sean Shafik. And consumers have good reason to try it. Increasingly, research-including a 2010 Tufts University human clinical study-is linking Hibiscus sabdariffa with heart-health benefits such as regulating blood pressure. But the company makes no health claims. “We just seek to produce delicious and refreshing products focused on hibiscus as the primary ingredient,” Shafik says. And although hibiscus tea bags already exist on the market, Shafik says TK Hibiscus’s RTD format brings something tastily new to the table.
Photo from TK Hibiscus