Thailand’s Ichitan is adapting to local taste with two new RTD tea for Indonesia – Teh Manis (Sweetened Tea) and Teh Hijau Melati (Jasmine Green Tea). The two beverages enriches the existing local lineup of Honey Lemon Green Tea, Lychee Green Tea and Yen Yen Herbal Tea.
What Mini Me thinks
Following the success of the Ichitan millionaire program (jutawan mendadak), Ichitan is now emboldened to dip its toes into the popular RTD tea segments – jasmine green tea and sweetened tea. This brings the brand into head on collision with market leaders – Teh Gelas, Teh Kotak, Teh Pucuk Harum and Sosro.