Since its formal divorce from Unilever in this July, Ekaterra has become a new "biggest tea company in the world” that operates 34 tea brands including Lipton. "That’s a very exciting new start for us.” Jennifer Antczak, President of the Asian and Australian Region and general manager of Greater China Region of Ekaterra, told Foodinc.

She said that China is now one of the top 10 markets of Ekaterra in the world, and the goal is to make it one of the top 5 and return to the original "double digit growth” of annual income. What drives the growth behind mainly includes brand power, channel force and innovation ability.

Lipton, which sells about 2 billion cups of tea in China every year, is the biggest trump card held by this "new" tea company and has a share of more than 90% in Ekaterra's revenue in China. Jennifer told Foodinc that to resonate again with young consumers, Lipton has launched 14 new products since this year, including cold brewing tea that gives off aroma in 30s after being brewed in cold water, thick milk tea that caters to the trend of street drinking, and rose tea that helps the drinker keep healthy.

0

打赏

表情 点击这里取消回复。