Tata Tea enters cold drink market with TiON | business | Hindustan Times
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Tata Tea enters cold drink market with TiON

Tata Tea has announced its foray into the cold drink market with the launch of TiON, a cold beverage, and HUL has relaunched one of its brands, 'Lipton Yellow Label’, enriched with ‘theanine’ to appeal to working professionals.

business Updated: Mar 21, 2009 00:45 IST
HT Correspondent

HUL and Tata Tea are brewing new plans for their business. While Tata Tea has announced its foray into the cold drink market with the launch of TiON, a cold beverage, HUL has relaunched one of its brands, Lipton Yellow Label’, enriched with ‘theanine’ to appeal to working professionals.

Theanine is known to increase alpha brain waves associated with "relaxed yet alert" state of mind and the ability to focus attention and stay sharp, HUL said.

Tata Tea’s cold beverage, ‘TiON’, available in three flavours-Mango Rush, Peach Punch and Apple Buzz will target the youth. A 400 ml bottle of TiON is priced at Rs 22. It aims to provide the combined wellness benefits of tea, fruits and ginseng.

A Tata Tea press note said the potential market for TiON is almost double that of the branded tea market. HUL has been unable to oust Tata Tea, which still maintains volume leadership as per Nielsen data.