What you must know about Healthy Habits’ new Simplicitea range
It boasts a ‘contemporary’ look.
Healthy Habits announced that the brand has decided to switch to Simplicitea, a ‘contemporary alternative’ to their current tea.
The brand aims to capture young tea drinkers with Simplicitea’s Fairtrade English breakfast, Organic green, and Organic peppermint teas. Healthy Habits believes that Simplicitea’s less traditional, and modern look and range would appeal more to younger customers.
Below is a Q&A with Mark Buckland, Healthy Habits Managing Director.
QSR Media: What pushed Healthy Habits to make the switch to Simplicitea?
Buckland: Healthy Habits has been working with our major beverage supplier, CCA, for some time on expanding the range of quality products offered to our customers.
CCA had mentioned to us that they had a unique and well-positioned product that fit our requirements and we jumped at the opportunity to be the first national retailer to range the product.
Ultimately the decision is driven by the fact that the SimpliciTea product fits our current and future customers much better than our previous product.
QSR Media: Who is your target market?
Buckland: The SimpliciTea product is aimed at our primary demographic which is young and adventurous 17 – 35 year olds who are interested in trying new products and flavours.
In addition, the quality and sourcing attributes of the products (e.g. Fair Trade) ensure that the common concern that our demographic would have are also addressed.
QSR Media: How large is the size of this market?
Buckland: The hot beverage market is approximately $1.2 billion in Australia and the tea proportion represents $470 million or approximately 1/3rd.
There is significant room for growth in this market with product that appeals to contemporary tastes.
QSR Media: What steps will be taken to promote this new product?
Buckland: The product is being promoted through a number of channels. We are using the CCA application “My CCA” to communicate the product offer to loyal CCA customers as well as a range of in-store and web based messaging.
In addition to this, each store is offering a range of promotions including free ‘keep cups’ and also a chance to win a $200 Peter Alexander voucher at each store for those that purchase the product.
QSR Media: How do you think the new product will fare in the market?
Buckland: The hot beverage market is quite competitive at the moment but we do think that innovation in the tea space has been minimal.
We think that introduction of a new, fresh and vibrant product that appeals to millennials will prove to be quite successful with our core customers.
QSR Media: Any additional comments?
Buckland: The project is an outcome of our continued focus on our customer and their desire for fresh and exciting product with a bit of a soul. The market will see more of this in the coming months as our new product initiatives continue to come online.
