This autumn and winter, MEITO CO.,LTD. will completely revamp its pouch-format powdered beverage “Chai” and strengthen sales again against a backdrop of rising awareness. The product will be refined through a refreshed flavour, a revised price range and a new package design, with the aim of broadening its customer base.
MEITO CO.,LTD. indicated that it plans to strengthen sales again this autumn and winter for its pouch-format powdered beverage “Chai” (130g, priced at ¥400). The product, previously sold as “Masala Chai,” will be completely revamped. The company aims to raise market awareness and appeal to more consumers by reviewing the flavour, resetting the price range and changing the package design.
The new formulation rebalances several spices, including ginger, cinnamon and cardamom, to pursue an authentic flavour based on a rich milk tea. By revising the spice ratios, the company aims to accentuate the difference in taste from the previous product while achieving a flavour that can be reproduced consistently at home.
The aim of strengthening sales again against a backdrop of rising awareness is to broaden the customer base. The company is expected to seek expanded distribution channels and new customers by raising brand awareness and making chai a beverage chosen more routinely.