Utilizing Brand Equity for Probiotic Beverages
Besunyen Holdings Company Ltd. Is a leading herbal tea manufacturer in China. Leading with the value proposition of “herbal, healthy, quality functional tea,” Besunyen originally launched Detox and Slimming Teas, collectively known as Two Teas, to the Chinese market in 2000. Over the years, the company has sold over 4.7 billion bags of the leading branded tea through distributors and over-the-counter pharmacies.
Besunyen uses all-natural Chinese herbal-based medicine and tea leaves as raw materials to provide safe, effective, convenient-to-use and affordable products for consumers looking for added health benefits. In an effort to further innovate their product line, Besunyen looked to the power of probiotics to enhance their next SKU.
Asia happens to be where probiotics originated so it holds the distinction of being the largest market for probiotics. In fact, China leads Asia-Pacific’s market share for probiotics, capturing over 35% of the market.1 Further, the Asian market is primed with consumers looking for digestive and probiotic health benefits to be found in innovative foods and beverages.
42% of Chinese consumers are buying beverages with digestive benefits.2
Probiotic Beverage Sachet for the Chinese Market
Besunyen’s new product is a multi-probiotic powdered beverage sachet. The product launched to the Chinese market in October 2018 and is sold online and through distributors. This beverage mix is targeting adults and children and features multiple strains of probiotic bacteria in each packet – including 500 million CFU of BC30™ probiotic (Bacillus coagulans GBI-30, 6086).
Besunyen decided to partner with Kerry and include BC30 in their new product because of the well-known brand equity and reputation of the probiotic, as well as the clinical research supporting its efficacy. R&D and marketing teams worked together for multiple months to determine the correct formulation for the perfect product.
1 MarketsandMarkets, Global Probiotic Market, Sept 2017
2 Mintel, 2017