Coffee’s Once Unshakable Advantage No More – High-Caffeine Teas Are Breaking Into The Morning Jolt!

Energizing-Zest-Tea-charts-high-octane-growth_strict_xxlCoffee has had it easy.  For most of us, it is a routine drink to get us up and running in the morning.  Some of us have come to enjoy a cup in the afternoon to power through the rest of the day.  What’s really made a difference between tea and coffee in America has been its caffeine content.  A cup of coffee contains, on average, 95 to 200mg caffeine per 8oz cup, while tea has traditionally been around 26mg.

Coffee’s domination of our morning start based on its once-infallible advantage in caffeine content is no more.  ZestTea has created a line of high-caffeine teas that easily hold their own against coffee.  Their black teas hand out 155mg caffeine while their green teas come in at 140mg.

For some time, high-end coffee purveyors have been touting “varietals” (similar to wines and, yes, teas) to create additional differences against the value-players of the coffee market.  But most of us haven’t really put much thought into what goes into our cup, just as long as it gets us our buzz.

And with significant health studies touting the health benefits of tea, high-caffeine teas may have finally scaled the impenetrable rampart of the coffee fortress.

It is an interesting case study into strategic product development to challenge the status quo of a huge addressable market that had been left to be dominated by the competition.  It is also a textbook case of going after non-consumption rather than incremental innovation.

Watch out, coffee!  You are in for some heavy competition for that morning jolt.


About Stephane

Stephane Bardin has a deep understanding of consumers, combining go-to-market strategy and successful execution to drive sales growth. He is a strong marketing executive with strategic consumer and analytical talents in growing brands in the US and internationally. He is a consumer catalyst, producing results for: - Budweiser Beer - McDonald's - Hasbro - Pfizer - Kraft - Starbucks - Bumble Bee - Designer Whey - Aquafina - Tropicana - BRISK - Pepsi and more • Drove Budweiser Beer achievement of #1 foreign beer brand recognition in China. • Developed strategies to re-launch McDonald’s chicken sandwiches. • Developed top-line revenue stream for Bumble Bee in two new markets • Created the best-ever consumer promotion for Unilever brands. Stephane has a reputation for conceptualizing and executing integrated consumer marketing programs that positively impact P&L results. Stephane Bardin is an expert in using new technologies and media to connect consumers with brands and drive bottom-line results. He is a collaborative contributor who is an expert at building brand equity, loyalty, and ROI for highly recognized consumer products and brands. He has demonstrated performance using key levers of marketing to drive strategy and sales growth: advertising vehicles, consumer promotions, consumer/market research/syndicated data, new product development/innovation, multicultural marketing, interactive/digital/mobile/social media, SEO, public relations, shopper marketing, and partnership/alliance marketing. • Positive P&L Impact and Growth • Branding / Equity Building • Strategic Alliances / Partnerships • New Product Development / Innovation • Social Media/Online/Ecommerce Marketing • Cross-functional / Cultural Team Leadership • Strategic Planning /Tactical Execution • Syndicated Data Analysis and BASES • Advertising and Sales Promotion • Shopper Marketing • Trademark Management • Global Marketing Strategy
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