Founded in 2006, Gryphon Tea is seeing an increasing number of consumers making healthier choices not only in terms of sugar levels, but also a shift towards drinks that are made without artificial sweeteners, colouring and flavouring agents, and preservatives.
The company recently unveiled reformulated editions of its Botanically Cold Brewed Sparkling Tea range, namely Earl Grey Lavender with Strawberry, Osmanthus Sencha with Passionfruit, and Pearl of the Orient with Lychee, which have earned a Nutri-Grade rating of B, up from C in the previous versions.
“The main difference is that there is no sugar added for the new formulations. We then tweaked the overall formulation to ensure that the taste profiles are kept as close as possible to the original, so fans of the latter can have a better-for-you option.
“Based on our interactions with customers so far, the feedback has been really good. As the new canned teas with no added sugar tastes as good as the Nutri-Grade C ones, they feel that it is a no brainer to switch to the healthier version,” Lim Tian Wee, founder of Gryphon Tea, told FoodNavigator-Asia.
To cater to consumer preference for beverages made with all-natural ingredients, the firm has focused on using botanicals and fruits in its formulations.
“Each of our canned tea is cold-brewed for at least 12 hours to capture the essence of the tea profile and obtain maximum flavour. Without any added sugar, we offer consumers the chance to savour the authentic, unaltered flavours of carefully crafted teas. It is a testament to our dedication to quality and wellness.”
For instance, the reworked edition of Pearl of the Orient with Lychee contains full-bodied jasmine green tea and aromatic Moroccan pink rose, and is naturally sweetened via cane sugar and lychee.
In addition, the reformulated drinks are packed in recyclable aluminium cans, as part of the company’s commitment to sustainability.
Stripping sugar, going global
According to Lim, a study has shown that having mandatory nutrition labelling on beverages tends to encourage consumers to opt for those with lower sugar content.
“Apart from the movement towards healthier food and beverage choices among consumers, regulators are also driving it in terms of ensuring that producers and manufacturers give consumers all the information on what goes into a product so that they can make informed decisions.
“For Gryphon, providing a healthier option is a win-win proposition, as it allows us to reach out to a more health-conscious group of consumers, while giving existing customers the same taste they have come to love in an improved formulation. Going forward, all new formulations of our Cold Brewed Sparkling Tea line will have no added sugar.”
In collaboration with the movie Trolls Band Together, the firm has kicked off a series of marketing activities, including in-store promotions, bundle discounts, exclusive merchandise, and character meet-and-greet events.
The Botanically Cold Brewed Sparkling Tea range is available via Gryphon Tea’s online store, e-commerce platforms such as Shopee and RedMart, as well as Cold Storage and FairPrice stores across Singapore.
Currently, the brand has presence in Malaysia, Indonesia, Philippines, Thailand, South Korea, Japan, and Maldives.
“We have plans to continue our expansion globally in 2024, including entry into China, which we believe will be an important market for us,” Lim said.
