TeaTazo Tea - History and Strategy
If you are an avid tea drink from Starbucks, there is some great news. Starbucks is switching their Tazo Tea bags from the old variety to the new line called Full Leaf Teas. The new line up contains full-leaf tea sachets. Besides coming in sachets that are better for brewing, Tazo Teas are using better quality and more rare whole tea leaves, spices and botanicals. This allows the full flavor to be extract when it is soaking in the hot cup of water. Many poor quality teas will ultra-refine the tea leaf to get the most out of the product. This leads to a dilution of quality and flavor. Tazo Teas new line of Full Leaf Tea blends seeks to reinvigorate the world with the full flavors that tea drinkers enjoy.
The line will include ten new Tazo Full Leaf Tea blends. Many are familar customer favorites that now will feature whole tea leaves, spices and other wonderful ingredients that will be uniquly packaged. The aspect which attracts the most attention is the full and robust flavor of the Full Leaf Teas. Becauase the teas are used in their whole leaf form, the true flavor of the tea comes through. Cutting any type of herb will take a certain amount of flavor out because of the evaporation of essential oils within the leaves. The new flavors that are offered will be Awake, Earl Grey, Chai, Zen, China Green, Orange Blossom, Calm, Refresh Passion and Vanilla Rooibos. In addition to their new Full Leaf line, Tazo has introduced a line that is available at fine stores such as Whole Foods. Some retailers like Target carry the new Well-Being teas line at some of their stores.
In some blind marketing tests, subjects largely preferred the new Full Leaf Tea blends that all Starbucks Coffee locations will begin using. Most reported that the intensity of flavor was much greater. The subjects were not told about the difference in product and were not aware that there was a new product. The new flavors seemed to interest many that tasted them. The teas scored high marks across the range of questionnaire. Many inquired as to where they could get the product.
Tazo Teas name is coveted among serious tea drinkers. Even those who were previously unfamiliar with the brand, are said to have enjoyed their experience drinking Tazo Tea. Starbucks is counting on increased sales from the introduction of the new Full Tea Leaf blends. They expect the popularity to be a quick sell to tea drinkers everywhere. The Full Tea Leaf line, which is already available online and in some stores, has shown strong sales. Interest in the full body flavor of an uncut tea leaf has driven sales. Most avid tea drinkers know the difference between a cup of Lipton and Tazo Tea. Those who were not already converts will most assuredly be convinced when they try the new line of Tazo Tea out.
To learn more about the different Tazo Teas available, please follow that link.