Yogi Tea Partnership

 

CHALLENGE

Develop a line of delicious flavor-forward energy herbal teas in 2g teabag format. Teas should offer consumers a morning wake-up alternative to coffee that does not give them jitters. Yogi wanted to create a product that could capture another usage point in the consumer’s day. Consumers usually drank Yogi teas after 4:00 PM in the evening.

APPROACH

Harness Guru Food Design’s blend of culinary, food science, and knowledge of Ayurveda and Classical Chinese Medicine to develop a “Perfect Energy” tea that delivers on Yogi’s brand promise: high-quality Yogi teas. Yogi wanted to create a functional tea that would provide energy and offered a clean energy alternative to coffee.

Leveraged proprietary quantitative consumer research methodology to refine the product concept, positioning, and formulations.

SOLUTION

A “Perfect Energy” tea contains a unique stimulating botanical formula with a Camellia sinensis caffeine energy profile. The tea delivers 80mg of caffeine with the addition of L-Theanine for boost of morning energy without the jitters. 

Clean ingredient statement, versatile application, and culinary-inspired flavor system. Guru Hari further developed a line of Perfect Energy teas and additional “Positive Energy” teas that leverage current market trends and targeted consumer feedback. 

This tea line was one of the most successful launches in Yogi’s history. Multiple decade partnership between Yogi Tea and Guru Food Design and over 50 tea blends created.

SERVICES PROVIDED:

  • Concept ideation, refinement, and validation via a series of consumer focus groups.

  • Product Development leveraging internal culinary and food science expertise in botanical medicine and clinical research data.

  • Clean label ingredient sourcing for the formulation.

  • Quantitative consumer research via in-home use tests.

  • Product optimization.

  • Scale-up support and commercialization.

Tomek Kalamaya