Tea with a twist: Curated Culture eyes APAC ‘sports and wellness’ space with probiotic tea products

By Pearly Neo

- Last updated on GMT

Curated Culture eyes APAC ‘sports and wellness’ space with probiotic tea products

Related tags FNA Trailblazers Probiotic Tea Sports nutrition

Singapore-based Curated Culture has big plans to enter the ‘sports and wellness’ space in the APAC region with its probiotic tea products, which the firm has stressed is ‘not kombucha’.

According to the firm’s CEO and Co-Founder Christian Eviston-Pusch, its probiotic teas are the ‘first of its kind’ anywhere and its unique fermentation technology enables the final products to be sugar-free and dairy-free yet chock full of probiotics.

“It also differs greatly from kombucha as it retains the original flavour of the tea despite going through the fermentation process, meaning that it does not end up being sour or fizzy at all,”​ Eviston-Pusch told FoodNavigator-Asia​ in the latest episode of our FNA Food and Beverage Trailblazers podcast.

“We have had to highlight that this is not kombucha time and time again, as probiotic tea is essentially a whole new category and consumers don’t know where to place it so keep asking if it is kombucha, which it really is not.

“Making this distinction clear to consumers has helped ensure that we are placed in a separate category in their minds – and is also important to attracting new consumers who are not fond of the sourness or fizziness that kombucha has as we have stated plainly that we are not the same thing.”

Curated Culture claims to be the world’s first probiotic tea firm and developed its technology in the National University of Singapore (NUS), a very precise fermentation process that allows the probiotics to be grown directly in the tea whilst still maintaining the flavour of the base (tea).

It currently uses the very well-researched Lactobacillus acidophilus NCFM as its major probiotic for its wellness-focused teas, and the firm is looking at moving further into what Eviston-Pusch calls the ‘sports and wellness’ space in this region.

“The sports and wellness space is a balance between the wellness space which is being mindful and taking care of oneself on a more general basis, and the sports space which is more active and energy intense,”​ he said.

“But this would be focused on both of these for the same consumer to consume at different parts of their day or their life, so they can take the best care of themselves.

“We already have products covering the wellness side of things, our probiotic tea that can be drank during relaxation for the gut, immunity and other benefits – and what is most likely coming soon will be something for the post-workout occasion.”

Sports recovery has been identified from scientific research as one of the key health benefits that Lactobacillus acidophilus NCFM can confer, the key catalyst for the firm’s focus.

“After sports recovery, we know there is suppression of the immune system and this is where probiotics after exercise can come in,”​ he added.

“It can help to not only reduce the recovery time but also increase the recovery rate.”

Listen to the podcast above to find out more.

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