Teavana Frozen Teas Debut Exclusively in Asia
Starbucks has introduced Teavana Frozen Teas, handcrafted beverages that combine Teavana teas and botanical blends with premium ingredients. The new beverages are available at participating Starbucks stores throughout Asia.
Starbucks Teavana Frozen Teas were developed exclusively for customers in Asia. The teas feature Kyoho grapes, matcha, yuzu, hibiscus tea, and other products that pay homage to the culinary cultures across the continent.
“Starbucks and Teavana are committed to using only premium, high-quality ingredients, sourcing some of the finest tea and botanicals from around the world,” says Michele Waits, vice president, marketing & category, Starbucks Asia Pacific.
There is growing interest in frozen beverages across Asia, according to Mintel, the global market intelligence agency that tracks food and beverage trends. “Our research shows that consumers in Asia continue to gravitate towards beverages with textural and visual appeal,” says Davina Patel, global food and drink analyst at Mintel. “Moreover, consumers are increasingly exploring the world of tea through flavour and variety, with preferences shifting towards botanical teas with herbs, fruits and spices.”
Starbucks Teavana Frozen Teas are packed with antioxidants and available in three flavours:
Starbucks Teavana Frozen Hibiscus Tea with Pomegranate Pearls: Floral notes of hibiscus flowers and rose petals pair with tropical flavors of papaya and mango, enhanced by hints of cinnamon and lemongrass. The beverage is topped with jewel-like pearls of pomegranate juice.
Starbucks Teavana Frozen Chamomile Tea with Kyoho Grape and Aloe: Soothing chamomile tea blends with honeyed white grapes and aloe cubes for a cool, lightly sweet taste. The beverage is adorned with skinned and pitted whole Kyoho grapes – a popular variety from Japan known for its distinctive sweetness and generous size.
Starbucks Teavana Frozen Matcha Lemon Yuzu: An infusion of earthy matcha and citrusy yuzu teams with lemon ginger foam, marbled throughout the drink.
Starbucks also announced that it launched Starbucks Rewards, a new loyalty program, on 20 September in Japan, which offers members exclusive and personalized benefits. In addition, members can earn stars with each visit toward an e-Ticket that can be redeemed for complimentary food and drinks.
“With more than five million moments of connections in our stores each week, we wanted to create a program that makes these moments even more delightful through unique and personalized experiences in and outside of our stores,” says Takafumi Minaguchi, CEO, Starbucks Japan.
When a customer joins the Starbucks Rewards program, they will gain immediate access to a set of custom benefits including early access to new products, limited-edition merchandise and exclusive events, advance notice about upcoming promotions and special, member-only price on “One More Coffee” purchases on the same day. Members will also begin collecting Stars on all Starbucks purchases in stores made with their registered Starbucks Cards and with enough stars they will be able to redeem them for rewards such as food, beverages, packaged coffee and more in store.
To celebrate the launch of Starbucks Rewards, the company is announcing a “Catch the Magic Stars” campaign and will award more than 55,000 prizes to members within the first month.