"Whose childhood memories are the colorful pigmented bubble tea?" When I was a child, happiness was brewed milk tea that could be bought with a few banknotes. Nowadays, the new tea beverage market is booming, and because of its low investment threshold and strong replicability, it has gradually entered the dilemma of homogenization and involution; Even Luckin launched the "Light Milk Tea" series in August 2024, which can be said to be a microcosm of the fierce competition in the tea industry.
In this context, a contest around "standing and breaking" quietly unfolded. On the one hand, in order to stabilize the market position of tea brands, "low prices" have become the norm, and the price range below 10 yuan has become a new focus for tea brands to compete and wrestle; On the other hand, new tea drinks continue to explore differentiated new products and categories, and attract consumer groups through concept and category innovation, which has also become one of the key paths for brands to seek breakthroughs. In the face of a market that is gradually being carved up, how can new tea brands break through? Is there still a potential differentiation and innovation in the tea industry that has not been fully explored?
The traditional color is tired, and the color of tea needs to be innovated
If we return to the tea itself, it is not difficult to find that as the Z generation has become the main force of milk tea consumption, milk tea has acted as a "social currency" to a certain extent, carrying rich emotional exchanges and resonance. In the case that social media cannot directly convey the taste experience, the appearance of tea has become the most intuitive "visual language". In August this year, Starbucks launched a new "Immersion in the Mountains", using phycocyanin and matcha to create blue-green mountains, breaking social barriers with rich colors and setting off a wave of check-in craze on social media such as Xiaohongshu.
However, in the face of the high replicability of the new tea industry, traditional colors such as strawberry, mango and grape have become sluggish in stimulating social sharing. In this context, Binmei Biotech, which has been adhering to the concept of "coloring food with food" since its establishment, has found another way to launch natural color-rich foods such as phycocyanin, ageless berry, and deodorized cuttlefish ink. On the basis of retaining the original color of nature, and at the same time retaining the nutrients of the raw materials to a great extent through modern extraction technology, it is expected to help new tea brands stand out in the cookie-cutter market competition.
Color food with food and return to natural health and nutrition
What exactly is "color-rich food"? Generally speaking, color-rich food is another innovation in the food coloring industry on the basis of natural colors. The concept of Colouring Foods was introduced from Europe and usually refers to food ingredients that are physically processed from natural sources of fruits, vegetables, plants and algae to color food and beverages. Therefore, it is not a food additive, but is considered to be an ordinary food raw material. While retaining the original color of the ingredients, the rich color food also retains the nutrients of the food itself, which is more in line with consumers' pursuit of healthy eating concepts. At present, it has been used in dairy products, baked goods, beverages and other fields, and is playing an increasingly important role in the food industry.
The application of color-rich food provides a new possibility for new tea drinks to create differentiated competition. For example, the bright and highly saturated red color of Pennmei Bio's Berry (Aronia Berry) not only brings a strong visual impact to the drink, but also easily blends with other colors to create a unique visual impact and effectively stimulate consumers' desire to buy. In addition, the color library of Binmei Biotech covers all colors such as red, yellow, blue and even black, providing a strong "appearance" competitiveness for new tea drinks.
Low cost, high added value, breaking the wind and breaking the price of new tea drinks
However, it is not enough to focus on the social appeal of tea. At present, the price of new tea drinks has plunged, and consumers' desire to buy high-priced milk tea is getting weaker and weaker, so it is particularly important to reasonably control costs to enhance market competitiveness. If the new tea beverage brand wants to tighten the mast in the price storm, the rich color food of Binmei Biotech can also answer. Relying on the advanced extraction and concentration process of Binmei Biotech, only a small amount of milk tea can be added to add bright colors to the whole cup of milk tea, which greatly reduces the raw material cost of tea drinks.
In addition, the new tea drink has also reached a new height in terms of production speed, and Bawang Tea Ji promises that "you can drink tea in 5 minutes"; Luckin even uses an average of 3 minutes for a cup of coffee in the morning rush hour. With a deep insight into the market trend, Binmei Biotech has launched a pump head press packaging, which not only realizes the precise control of the amount of color-rich food, but also greatly improves the efficiency and convenience of beverage production, ensures a high production rate, and satisfies consumers' fast and good "tea drinking experience".
To solve the taste problem, it must be healthy and delicious
And when it comes to new teas, what's the key? Taste is undoubtedly the primary consideration, which directly determines the upper limit of the market. However, many nutritious fruits and vegetables tend to have an astringent and bitter taste, making it extremely difficult to balance the balance between "health" and "taste", which is also one of the pain points in the process of implanting the concept of health in new tea drinks.
With its innovative process, Binmei Biotech has successfully broken the ice and taste problems. For example, its color-rich food berry juice is rich in polyphenols, anthocyanins and other nutrients, and the taste is unbearably sour and astringent. However, through the efficient physical astringency removal process, Binmei Biotech not only retains a variety of nutrients such as anthocyanins and polyphenols, but also greatly removes the acidity and astringency of the fruit, making it closer to the public's taste preferences. While enhancing the attractiveness of the product, it further satisfies consumers' pursuit of taste. In addition, the rose juice of Binmei Biotech extracts the classic romantic red of roses while retaining the charming graceful fragrance of roses; The cuttlefish juice of Binmei Biotech also uses the modern biological deodorization process to sweep away the fishy smell of seafood.
At the end of the day, blindly "rolling" and "reducing prices" cannot bring positive market feedback to new tea brands. On the contrary, Fuse Food has brought new opportunities to the new tea beverage industry, which can help new tea beverage brands jump out of homogeneous competition, bid farewell to low-price involution, and provide a healthy and sustainable development path for new tea drinks with the gorgeous colors and rich nutrition of natural ingredients.