The new adaptogenic range has been dubbed LIVELY, and contains three variants based on black tea: Orange Guarana, Raspberry Lemon Balm and Pear Schisandra.
“Adaptogens are natural substances that are considered to help the body adapt to stress. In different forms, they have been present in different cultures throughout generations,” Nestle Malaysia CEO Juan Aranols told FoodNavigator-Asia.
“We build on the wisdom of tradition to offer a contemporary range of teas infused with the benefits of adaptogens to deliver a healthy, refreshing and stimulating experience, while much lower in sugar vs other tea-based drinks.
"With many Malaysians hassling through busy days, multiple tasks and obligations, we believe that this range of innovative and refreshing drinks can attract great interest."
The idea behind LIVELY was to integrate flavours that are Malaysian favourites with specifically infused adaptogens to make three tea variants: FOCUS (Orange Flavor combined with Guarana), CALM (Raspberry with Lemon Balm) and SUSTAIN (Pear with Schissandra).
The three traditional adaptogenic ingredients used in this range are well-known for their individual benefits in stress-management, i.e. guarana for energy and stimulation, lemon balm for relaxing and soothing, and Schisandra berries in traditional Chinese medicine for restoring the body’s natural balance of Yin and Yang to promote endurance and resilience.
“[To select these ingredients], Nestlé carried out research and concept proofing for each of the variants which were validated via consumer insights and feedback - The adaptogen ingredients selected were deemed suitable in meeting the current Malaysian consumer needs,” said Aranols.
The LIVELY range is currently available in FamilyMart stores in Malaysia at an introductory price of RM3.50 (US$0.85) – the normal price will be RM 3.75 (US$0.93). Nestle Malaysia will be launching the range on e-commerce platforms Shopee and Lazada in July 2021, and also into supermarkets and more convenience stores in August 2021.
Consumers most in need of stress relief
Unsurprisingly, the firm’s main target with the new adaptogenic tea range will be young urban working adults, the consumer group most exposed to long working hours, hectic tasks and hence the most work-related stresses.
“Our strategy to target these consumers is based on strong insights that make us think that the value proposition will resonate well with them,” said Aranols.
“At the same time, we see that everybody who tries LIVELY Tea loves the taste and the refreshing experience especially its lower level of sweetness.”
With regard to the future of the range, he added that the addition of more variants and expansion to more markets would all depend on Malaysian consumers’ preferences moving forward.
“All our focus [at present] will be in bringing these three new varieties to as many stores as possible and have Malaysians to try and enjoy them,” he said.