What does the Heytea launch say about the China coffee market?

Heytea released the Beetroot Beauty Bottle, the third item in its Super Plant Tea line, after the National Day holiday. The drink uses 100% freshly squeezed beetroot with apple, pineapple, and lemon juice plus Green Beauty tea broth, and it carries beauty and slimming claims. Reviews split sharply: some drinkers like the tart, balanced taste, while others say it tastes of soil.

The launch follows Heytea's Championship Slimming Bottle and Fire-Reducing Slimming Bottle, both strong sellers, and competition in fruit-and-vegetable tea keeps intensifying. Beetroot, a Mediterranean plant rich in betalains and dietary fiber, has long-standing status in European folk tradition, and Heytea positions the drink for consumers who want vegetables in an easier format.

After the National Day holiday, Heytea launched the third product in its Super Plant Tea series—the Beetroot Beauty Bottle. This fruit-and-vegetable tea drink featuring beetroot continues the previous slimming bottle line, claiming to have beauty-enhancing and slimming benefits. Beetroot, an ancient ingredient originating from the Mediterranean, is rich in betalains and dietary fiber, and holds high status in European folk traditions. The new product is made from 100% freshly squeezed beetroot, combined with apple juice, pineapple juice, lemon juice, and flavor-free Green Beauty tea broth, offering a refreshing and light taste. However, consumer feedback is polarized: those who like it appreciate the balance between the slight astringency of the whole food and the tartness of the apple, while those who don't describe it as tasting overwhelmingly of soil. Heytea's previously launched Championship Slimming Bottle and Fire-Reducing Slimming Bottle both achieved impressive sales, and competition in the fruit-and-vegetable tea sector is intensifying.

Having just bid farewell to the bustling National Day holiday, Heytea—which single-handedly popularized the fruit-and-vegetable tea concept in the new tea beverage industry—has launched another new product, this time starring beetroot.

It is said that in ancient Greece, beetroot was regarded as sacred and offered to the sun god Apollo on important festivals, earning it the name "Gift of Apollo."

According to records, beetroot has a conical shape and a fiery red color. It originated in the Mediterranean region, gradually evolving from a wild plant called sea beet. Due to its unique nutritional value, its status in European folk culture is comparable to that of lingzhi in China.

Nutritionally, beetroot is rich in betalains, dietary fiber, and other beneficial trace elements, making it highly favored by health-conscious consumers.

Heytea officially states that this new Super Plant Tea, named "Beetroot Beauty Bottle," not only solves the problem for consumers who dislike eating vegetables but also brings beauty-enhancing, slimming, and natural blush-like effects to those who care about their appearance.

According to the officially released ingredient information, this drink uses 100% freshly squeezed beetroot to highlight its healthy essence, while also incorporating freshly squeezed apple juice, pineapple juice, lemon juice, and flavor-free Green Beauty tea broth, delivering an overall fresh and light taste.

It is understood that the "Beetroot Beauty Bottle" is the third product in Heytea's "Super Plant Tea" series. In July of this year, Heytea partnered with Anta to launch its first fruit-and-vegetable tea, the "Championship Slimming Bottle," which quickly climbed into the top three in sales, with some stores even running out of stock. As of now, sales of this fruit-and-vegetable tea product have exceeded 10 million bottles.

By September, Heytea's second product, the "Fire-Reducing* Slimming Bottle," was inspired by bitter melon and paired with classic kale, achieving a dual innovation in flavor and health experience. It attracted a large number of young consumers who dislike eating vegetables and prompted other brands to follow suit and join the fruit-and-vegetable tea competition.

With the consecutive launch of Super Plant Tea series drinks, it is not hard to see that Heytea has already tasted the traffic dividends brought by fruit-and-vegetable tea products, accelerating its pace in developing new fruit-and-vegetable tea products and constantly innovating.

In promotional posters, the "Beetroot Beauty Bottle" is billed as a supermodel recommendation, claiming that drinking one bottle gives you a natural blush and makes you "blush" effortlessly, which excited many netizens who immediately placed orders to try it.

Compared with the previously well-received bitter melon "Fire-Reducing Slimming Bottle," the newly launched "Beetroot Beauty Bottle" has shown clearly polarized reviews, said to depend largely on whether the drinker can accept the taste of beetroot.

The general feedback is that the beetroot flavor is quite prominent. Those who like it genuinely appreciate the slight astringency from juicing 10% of the whole food, combined with freshly cut and squeezed apples; the freshness of the beetroot and the tartness of the apple blend together, striking just the right flavor.

For those who are not fond of beetroot, drinking it is like pulling a beetroot from the field in the early morning, with the root still covered in soil, and stuffing it straight into your mouth—your whole mouth fills with the taste of vegetables and dirt.

Some say they cannot taste any sweetness from the beetroot at all, only a strong earthy flavor, and feel that the apple and pineapple are barely holding up the last bit of drinkability. These people think it is not as good as the green bitter melon version.

It is worth mentioning that on social media, some Heytea staff have also issued reminders, advising those with sensitive stomachs not to drink on an empty stomach, and special groups such as pregnant women and young children should choose this fruit-and-vegetable tea product with discretion.

Due to differences in personal taste and preferences, different consumers have mixed opinions about this new product. As for which evaluation better represents Heytea's target customer base, the market will naturally provide the answer after some time.

Image source: Internet

The above content is compiled by CoffeeHunters, a coffee news website.