Brooke Bond launches 'Natural Wellbeing' flavored tea in India

BANGALORE: Hindustan Lever‘s (HLL) Brooke Bond (BB) has launched a flavored tea named ‘Brooke Bond Red Label Natural Care‘. The new offering comes in a five paneled packaging to symbolise the addition of the natural flavors of Adrak, Ashwaghandha, Mulethi (Yashtimadhu), Elaichi and Tulsi. With this launch, BB plans to create a new segment within beverages, targeted at families seeking wellness in their daily lives.
Speaking at the launch HLL - VP-Tea, Vineet Taneja said, "Our aim has been to provide a unique and relevant product, to make a real difference to consumers‘ lives. Tea itself is known for its myriad benefits, and the addition of these 5 natural flavors makes the cup even more full of goodness, not to mention, pleasant to taste -that‘s why we call it the ‘Pyaar ka Pyaala, sehatwaala‘- a truly innovative offering".

The Brooke Bond Tea excellence center in Kolkata worked closely with the research center in Bangalore for the development of this product claims the official release. A major criterion in the selection process of these natural flavors was the perceived fit with tea, states an official release.



Currently the flavored tea will be available in two pack sizes - a main pack of 250 gm for Rs.53, and a trial pack of 100gm for Rs.20.

A 360-degree campaign across all media is being planned as part of promotions. O&M have done the creatives and Mindshare handles the media business.




Since its launch in 1869, BB tried touching as many consumers as possible with a range of tea offerings appealing to the diverse preferences in the country. The Brooke Bond portfolio has over 30 per cent share in the packet tea category, with Brooke Bond Red Label being the single largest packet tea brand at over 10 per cent share, the release adds.

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