Coca-Cola System "Karada Refresh Tea W"
On March 27, Coca-Cola System launched the functional food "Karada Refresh Tea W" (440ml PET/160 yen tax not included) nationwide. Each bottle contains 28 mg of GABA, a functionally active ingredient.
The label states, "This product contains GABA, which has been reported to reduce temporary mental stress and fatigue caused by work or study.
It has a refreshing green tea flavor with a hint of lemon. It is designed to be sugar-free and calorie-free. The package is clearly designed to evoke the refreshing taste of lemon and green tea. The container is rounded to create a gentle image.
Kosuke Kawano, manager of Coca-Cola Japan's Marketing Division, said, "The combination of green tea and lemon is a great idea. The combination of green tea and lemon is a new taste that is hard to find in Japan. We have created a color scheme and illustration that will remind people of this new taste.
According to the Ministry of Health, Labor and Welfare's 2021 "Report on the Results of the Health Status Survey," 72.6% of respondents answered "Yes" to the question "Do you have worries or stress in your daily life? The percentage of respondents feeling stress by age group was 63% for those in their 60s, 73% for those in their 50s, 75% for those in their 40s, 77% for those in their 30s, and 70% for those in their 20s. It is evident that many people of all ages, from the middle-aged to the young, are feeling stress.
Furthermore, according to Coca-Cola Japan, about 80% of people "drink tea" or "have a snack" as a way to refresh themselves when working remotely, and about one in four people choose unsweetened tea as the beverage they "drink when refreshing" at work or school.
However, in the market for tea-based beverages such
Director Yamakoshi, Manager Kawano
The 2022 market for stress-related beverages, foods, and supplements has doubled in size from two years ago to approximately 32 billion yen, and many customers feel stress every day. We are aiming for a taste that customers who drink the product will feel refreshed, not only in terms of functionality," he said.
The key to the success of the new product will be to get customers to understand the appeal of the product and the unprecedented lemon-scented green tea flavor. Therefore, the company is developing a large-scale communication campaign to maximize the trial (tasting) of the product.
Even before the launch, the company has been conducting sampling activities targeting office workers and a campaign utilizing influencers. After the launch, the brand will be communicated through TV commercials featuring Rino Sashihara, digital and traffic advertisements, and in-store promotions.
With this new product, the Karada brand now consists of three products. The main product, "Karada Sukoyaka Cha W," a Food for Specified Health Uses, is well established in the market and is sold at 95% of convenience stores and 84% of supermarkets.
Together with the functional food "Karada Odayaka Cha W" and the new product "Karada Refresh Cha W," the company intends to further increase the presence of the "Karada" brand of food for specified health use and food with functional claims in Japan, where health consciousness is on the rise.