Sun-Rype expands into the tea category

Sun-Rype Products is now in the tea business.

The Kelowna, B.C.-based company, which makes juice and fruit snacks, has launched a line of beverages called SunRype Real Brewed Sparkling Teas. The product comes in 355mL cans in four varieties: Twist of Lemon Black Tea, Mango Peach Black Tea, Honey Lemon Green Tea, and Raspberry Rooibos Tea. The teas are made with real brewed tea, real cane sugar and natural flavours, and contain no artificial flavours or colours.

“ represents an expansion of our innovation,” said Barb Grant, director of marketing at Sun-Rype Products, in an email to Canadian Grocer. “We remain highly committed to our juice business and innovation within that category, however, we also recognize the importance of building out into other usage occasions and sections of store with on-trend products like teas.”

Consumer research showed very high interest in the concept and purchase intent for the product, according to Grant. “Consumers are looking for healthy refreshment beverage options and want more choice in single-serve sizes,” she says. “Tea has been growing for a number of years and so too are carbonated beverages. Bringing these two trends together and launching a sparkling tea made perfect sense.”

Adults are the primary target audience, but the age range is broad, says Grant. “It’s really more of a mindset than an age demographic. It’s all about healthy, real, simple and great tasting.”

The new lineup is being promoted with a digital campaign, outdoor billboards and radio ads, under the tagline “Real. Brewed. Refreshing.”

“The campaign was designed to really showcase the package design, along with communicating important product features and benefits,” said Grant. “The can design is quite different from other SunRype products. We’ve used a retro logo that’s a nod to SunRype’s past, and a natural colour palette with a simple design to match the real, uncomplicated nature of the product itself.”

SunRype is also supporting the launch with an in-store demo program and coupons to incent trial.

In terms of price, Grant said it was up to the retailer’s discretion, but would be competitively priced in the single-serve tea segment.