Tea. Reimagined. LEADING THE FUNCTIONAL BEVERAGE REVOLUTION AT RETAIL - L - Creme de Mint design
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Tea. Reimagined.
LEADING THE FUNCTIONAL BEVERAGE REVOLUTION AT RETAIL
Blurring of the Lines for Delivery of Nutraceuticals
“88% BELIEVE CONSUMING FUNCTIONAL BEVERAGES IS IMPORTANT TO A HEALTHY LIFESTYLE.”*
Functional
Beverages
DIETARY
SUPPLEMENTS
MEDICINE BEAUTY
*NMI 2017 Health & Wellness Trends Database BEVERAGES
Rapid Fire Nutraceutical Tea STRATEGIC UNDERPINNINGS
72%
HERBAL TEA DRINKERS TAKING DIETARY SUPPLEMENTS DAILY
$42 BILLION
2017 ANNUAL REVENUE OF U.S. DIETARY SUPPLEMENT INDUSTRY
Business
Strategy
CONSUMER
To offer another means of
delivery for popular
nutraceutical ingredients
TEA CATEGORY SALES
SHOPABILITY
Drive sales by appealing to
To help align with modern retail existing consumer demand, plus a
shoppers’ buying psyche new audience for popular
nutraceutical ingredients
DESTINATION
To bolster tea as a stronger
destination for innovative and
popular tea options
✦ Functional beverage category’s projected annual growth is 8.1%, outperforming
functional foods growth*
✦ Global functional beverage market expected to reach $105.5 B by 2021*
Functional beverage market
✦ Although energy drinks are the largest component of the functional beverage sector,
they are threatened by consumers departure from sugary drinks
• Americans obtain 29% of their sugar from soft drinks**
• Yet more than half of consumers surveyed are trying to limit sugar intake***
✦ This evolving beverage trend has transformed tea into a popular alternative for low-sugar
and low-calorie drink users
GLOBAL FUNCTIONAL BEVERAGE SALES
HIT $70B IN 2018 AND EXPECTED TO REACH $105.5B IN 2021
BOOMING TRAJECTORY
$105.5
$80B
$70B
$60B
$50B
$40B
$30B
$20B
$10B
$0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
SALES
*Euromonitor 2017 / **Euromonitor 2015 / ***Natural Products Insider April 2018
Emerging RAPID FIRE
Markets ! Pursuing beverages that “work” for them without sacrificing
Seeking taste for function
Functional ! A clear shift toward beverages that play a significant role in
health support
Beverages ! Consumers want to be in control of their beverage choices
! Based on this trend, these “Thrill-Seeking Beverage
Consumers” require:
• Taste – main driver with innovative flavors and taste
combinations
• Convenience – addresses active consumers and
nutrition-on-the-go
• Condition-Specific – must offer a benefit for well-being
• Customization – handcrafted for individual needs
• Natural sweeteners - that incorporate real fruit and
vegetable ingredients
Top Health Benefits Driving
Functional Beverage Purchases
RAPID FIRE
Boost Ener
Energy
Energy 41%
Help Lose or Maintain W
Weight
eight 39%
Improve
Improove Memory
Impr Memory and Focus
Memor 38%
Proovide Heart Health
Pr
Provide 38%
Lower
Lower Cholesterol 36%
Boost Immunity 36%
Strrengthen Bones
St
Strengthen 36%
Prevent Cancer
Pr
Help Prevent 35%
May Reduce Risk of Heart Disease 34%
Pressu
Pressurre/Stro
e/Strokke
May Reduce Risk of High Blood Pressure/Stroke 34%
Source: NMI’s 2017 Health & Wellness Trends Database
The Evolution of the
Growing Tea Marketplace
Retail Sales of the U.S. Tea Category
Reached $11 Billion in 2017 *
Food / Drug / Mass / Speciality & RTD
! The category had a compound annual growth rate of 4.5%
between 2012 – 2017 and will continue at this rate until 2022**
! Herbal and fruit-based teas moving towards fortified teas with
nutrients
! Herbal teas deliver nutraceutical ingredients that bring built in
consumer demand
Global Tea Beverage Market Expected
to Reach $44.3 Billion by 2021 * * *
*Tea Association of the U.S.A. Inc. / ** Packaged Facts, February 2018 / *** Statista 2018
The Rapid Fire Consumer
From Millennials to older adults – consumers are increasingly
seeking beverages that provide more than hydration.
This shopper may have a greater propensity towards trending
products within the natural supplements category and may be
a strong prospect to introduce ingredients with the promise of
functionality in their beverage choices.
! GenX and Millennial Markets
• Seeking transformation and optimization; not just
wellness or prevention
• Not willing to compromise on sensory pleasure of
“better-for-you” beverages
• Quest to find better, cheaper, and faster “hacks” to
optimize health
! Boomer Market
• Seeking more benefit from beverages to proactively
manage specific health issues
• Increased expectations from foods and beverages
claiming “functionality”
88%
Percentage Growth in Believing
Consumption of Functional
42% 36%
Beverages is Important to a Millenials Generation X Boomer
Healthy Lifestyle
SOURCE: NMI’s 2017 Health and Wellness Trends Database
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Tea Products
EXISTING AND NEW
Rapid Fire Slim Tea and Beauty Tea
RAPID FIRE BEATS THE CHALLENGE OF USING
“BETTER-FOR-YOU” INGREDIENTS WITHOUT COMPROMISING THE TASTE OF OUR TEA
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TOP SELLING RAPID FIRE PRODUCTS AND INTRODUCING BEAUTY TEA
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Rapid Fire
Slim Tea
! Slim Tea capitalizes on the fastest growing “fitness tea”
sales trend
! Multi-entity herb sales in all channels increased by 12.6%*
! Total sales of herbal dietary supplements were
approximately $7.5 billion in 2016 **
! The formula contains 14 researched ingredients that
promise enhanced metabolism, detox and proper digestion
Source: * NBJ / ** American Botanical Council JournalID FI
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Radiant Beauty Tea
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! Soothing tea blend fights UV damage to the
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its detoxing properties
! White tea is sourced with high antioxidant
properties (EGCG) that may reduce cell
damage; which can lessen the appearance of
lines and wrinkles
! Green tea is rich in catechins and polyphenols –
two antioxidants that have been shown in
studies to help repair DNA and reduce
inflammation, acne and aging
! Matcha tea helps support a reduction in bodily
toxins, which may encourage glowing skin
! Rooibos is known for its anti-aging properties,
and is used in numerous cosmetic products
including facial washes and cleansers
! Ability to promote healthy hair follicles by:
• Restoring the scalp’s pH balance
• Regulates oil production
• Increasing shininess
• Preventing split ends and breakageRapid Fire Latte Mixes
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SPECIALTY BEVERAGES WITH A HEALTHY PURPOSE
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Ketogenic
Matcha Latte
! Matcha is the only type of tea in which the whole leaf is
consumed and is a highly nutritional form of green tea
• Green tea leaf is the 5th biggest-selling herbal supplement in
mainstream channels, with sales of $49 million in 2015
• For the last 5 years, the U.S. matcha tea market has been
thriving with continued growth of about 25% per year
! Matcha tea is one of nature’s true wonders, rich in polyphenols
and catechins, plus natural caffeine
! Delivers clinically proven heart health, weight management,
digestive support, cognitive health, stress reduction and skincare
! Mixed with coconut oil, grass-fed butter, MCT oil and Himalayan
pink salt; this creamy “fat bomb” promotes ketosisID FI
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Rapid Fire Lattes
! Global sales of coffee, tea and other hot drinks will rise at a
CAGR of 6.4% between 2017 - 2021, reaching a total value of
over $261 billion
! Taking direction from major beverage companies, the latte
market attracts millennial consumers with discretionary
spending power that seek function, flavor and convenience
! Delicious hot beverage alternatives that are caffeine free and
packed with powerful antioxidants
! Today’s consumers are looking for convenient ways to pursue
a healthy lifestyle, often wanting more out of their everyday
drink offerings
! Moringa – This emerging superfood is beginning to garner
attention for its nutritious qualities to fight inflammation and
free radicals, promote cognition, and overall wellbeing
! Beet Root – A popular nitric oxide booster that promotes
athletic performance, cardiovascular health and metabolism;
plus, may support wound healing and digestionRapid Fire Golden Milk
and Golden Tea Lattes
! Turmeric-based “golden” beverage sales increased from last year and are
flooding social media and the web
! There’s a shifting of categories resulting in a variety of hybrid and
crossover products that combine functions
IN 2017, U.S. HERBS & BOTANICALS SHOWED
STRONG CATEGORY GROWTH AT 8.5%
! Consumers are trading up their existing beverages for caffeine free
alternatives with “better for you” ingredients that “work for them” without
sacrificing taste
! Powder drink formulas that are highlighted with turmeric and shown for
anti-inflammatory and antioxidant properties to help boost immunity
! These bright yellow traditional Indian beverages, consisting of turmeric,
spices and milk have become increasingly popular to promote immunity,
joint, mood and cognitive health
! Delicious and similar formulas, except for the addition of grass-fed whey
protein in Golden Milk
“ANTIOXIDANT INFUSION” IS ONE OF THE TOP
TRENDING BEVERAGE SEARCHES ON GOOGLERapid Fire Opti-Hydrate™
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A NEW GENERATION OF SPORTS DRINKS ARE TAKING CONTROL
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with Opti-Hydrate
! Approximately 63% of people in the general population don’t get nearly enough
electrolytes
! “Active nutrition” drinks have grown in recent years as consumers have sought
novel flavor and ingredient combination alternatives to carbonated soft drinks
! Performance drinks are projected to grow 29% from 2016 – 2021
! “Active nutrition” drinks have grown in recent years as consumers have sought
novel flavor and ingredient combination alternatives to carbonated soft drinks
! Performance drinks are projected to grow 29% from 2016 – 2021*
! 35% of new product launches in the sports and energy category carried some
kind of “natural” claim, an increase of 6% from the previous year*
APPROXIMATELY 63% OF PEOPLE IN THE GENERAL
POPULATION DON’T GET NEARLY ENOUGH ELECTROLYTES
! Consumers trust in sports beverages is hinging on transparency, with more
seeking a clean label approach
! Sports drink market was originally designed for athletes and evolved to
mainstream. Now, it’s driven by millennial’s inclination towards fitness,
increasing disposable incomes and willingness to pay for health products
! Proper hydration is vital during exercise, when sweat output often exceeds
water intake, resulting in a body that’s electrolyte deficit
! No artificial colors or flavors and low in calories
Source: * MintelRapid Fire Shots
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A DAILY SHOT OF NATURE’S POTENT INGREDIENTS TO ENHANCE A HEALTHY LIFESTYLE
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NMother Nature’s Evolution
of Shot Beverages
U.S. ENERGY SUPPLEMENT SALES REACHED
$1.8 BILLION IN 2017
! Shots are still undergoing a progression as the category
boundaries continue to shift and blur
! Numerous product entries continue in this delivery system,
indicating consumer embracement
! Trending push towards single-function, researched ingredient
beverages
! Functional beverage shoppers are proactively managing health
issues
! Superfood formulas, low in calories and high in taste
! Convenient low or no sugar on-the-go health shotsWhat Our Customers Are Saying
"I LIKE THE CONVENIENCE OF
"RAPID FIRE SLIM TEA IS A
THE EASY TO USE K-CUPS.
PLEASANT SMELLING AND
THIS TEA HAS A NICE AROMA
TASTING TEA. I ENJOYED THE
WITH A PREVALENT TASTE OF
SMOOTH TEXTURE AND THE
CINNAMON. I FELT
SWEET, YET MILD HERBAL
REFRESHED AND ENERGIZED
AFTERWARDS." FLAVOR.”
DONNY, ALBANY, NY ELISA, AUSTIN, TX
"RAPID FIRE SLIM TEA HAS A "I STARTED USING RAPID FIRE
MILD AND REFRESHING TASTE. I SLIM TEA AND I ALREADY
PLAN TO US IT TO HELP ME LOSE NOTICED REDUCED BLOATING
WEIGHT AND SUPPORT MY AND BETTER DIGESTION. I'M
ENERGY LEVELS TO KEEP UP LOOKING FORWARD TO EVEN
WITH MY KIDS.” MORE RESULTS AS I
CONTINUE.”
KATHERINE, HAWTHORNE, NJ
DEBRA, NEW YORK, NY
“I'M NOT THE BIGGEST TEA
DRINKER, HOWEVER I FOUND
"RAPID FIRE TEA IS SO
IT TO HAVE A SMOOTH,
CONVENIENT TO BRING TO WORK
SOOTHING TASTE. I LOOK
AND MAKES MY BREAK-TIME
FORWARD TO TRYING AS A
ESPECIALLY ENJOYABLE."
COLD TEA OVER ICE.”
LISA, RENO, NV
PETE, NEW ROCHELLE, NYMarketing Support Plan
RAPIDFIRETEA.NETRAPID FIRE
Facebook
LIKE US | FOLLOW US
Social Media Strategy
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• The goal is to build a following that allows
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customers to find their local retail location to
purchase
• Facebook page messaging is tailored to the
healthy living, dieting, functional beverage,
BRANDING AWARENESS
tea and supplement user
• Multiple posts per week to increase reach
• Posts include: retailer tags, health blogs,
recipes, videos, engaging topics, user
generated photos, contests, retailer
promotions and testimonials
• The platform creates brand awareness, reach,
loyalty, enthusiasm and engagement
Rapid Fire FB page is linked to
RapidFireTea.netFacebook
• Robust FB advertising campaign to help increase
engagement and likes to page
• Ads are optimized based on users’ newsfeed,
geography and competitors likes
• A variety of ad styles will be implemented to recruit
people to follow Rapid Fire
• Posts that mention users see up to 56% more
engagement
• Brand influencers — reposting from influencers and
industry professionals to gain followers
• Blogs that link to Rapid Fire social media platforms
vInstagram FOLLOW US • The goal is to push followers to retailers plus promote awareness and reach as well as to encourage interaction • 70% of instagram users have searched for a brand & over 40% follow them • RF’s Instagram page showcases the brand’s mission of providing customers with quality supplements and great tasting healthy drinks • Content to highlight: functional beverage topics, recipes, retailer promotions, workouts, health facts, testimonials, videos and more • Multiple posts per week • Reposts from influencers and industry professionals to gain followers, plus partner with healthy living services and other industry related items • Rapid Fire Instagram page is linked and posted on rapidfiretea.net
Shelf Presence
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CONDITION-SPECIFIC TEAS
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The Next Evolution of Condition-Specific Teas
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