Cross-border collaborations are emerging one after another, and 9.9 yuan price reductions and promotions are taking turns... It seems that the new tea beverage industry has entered a fiercely competitive but developmentally confused &#34;bottleneck period&#34;.
Under the trend of excessive internal competition, leading new tea beverage brands can only find new value points in the &#34;existing market&#34; to offer consumers.
The health issues of new tea beverages have always been a topic of concern for consumers.
According to the &#34;Z Generation Dietary Consumption Report&#34; released by the China Food and Health Seven-Star Alliance and other organizations, 80.87% of Z Generation consumers consider nutrition and health as their primary focus in dietary consumption.
Leading brands in the industry have also followed the trend and launched products with 0 creamer and 0 plant-based fat, emphasizing the return to natural and healthy quality selling points.
Today, Heytea has done something shocking in the tea beverage industry.
On October 26th, Heytea announced that it will take the lead in the industry by proactively disclosing the formula ingredients, nutritional components, and traceability information of all products on sale.
Currently, Heytea has publicly disclosed the formula ingredients of more than 40 products through the &#34;Heytea GO&#34; WeChat mini-program, involving traceability information of over 40 types of real tea, real fruits, real milk, real cane sugar, and other ingredients. The first batch of products that have completed third-party testing have also simultaneously launched product nutritional component reports.
<img src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/95cf60df-d03e-4cbf-8289-2df4360c019a.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/95cf60df-d03e-4cbf-8289-2df4360c019a.png"/>
(Figure: Screenshot of Heytea's product formula ingredients and nutritional component information disclosure page)
For a long time, the new tea beverage industry has lacked a set of ingredient table standards applicable to freshly made tea beverage products. In an environment lacking supervision and standards, some brand products have transparency issues with food additives, which has hindered the development of the new tea beverage industry.
Heytea's move is undoubtedly a pioneering act in the industry.
As for the risk of peers imitating the disclosed formula, Heytea responded to Jianzhi Research that the main purpose of disclosing the formula is to reassure consumers, but Heytea will not provide the exact ratios. In addition, most of the raw materials are exclusively customized based on research and development and market feedback, continuously advancing the optimization of &#34;customized products&#34;. The core formula of customization and optimization is not easy to imitate.
This proactive disclosure of formula information by Heytea is expected to break the long-standing information asymmetry in the industry and usher in a &#34;new era of ingredient tables&#34; for the standardized and positive development of the new tea beverage industry.

HEYTEA

The new tea beverage industry enters the "era of ingredient labeling".

Milk tea now has an ingredient list! HEYTEA announces the public disclosure of all product formula ingredients.