The Thailand-based RTD tea maker Ichitan Group said it plans to increase the contribution of non-drink to 50% of total turnover in five years from zero at the moment, reported Bangkok Post. The company is looking at areas including online services, digital and health and is in “talks for a few health-related product companies for possible 50:50 joint ventures.” This comes as the company’s flagship RTD tea market is shrinking.
Ichitan expects its new vitamin water beverage segment to register THB 1.2 billion in sales in 2021. Vitamin water drink has been a key revenue driver for Ichitan for the third quarter of 2020.
According to Ichitan’s press release on 8 December 2020, the growth of “flavoured plain water” in Thailand surged 93% year-on-year to THB 1,696 million out of the overall RTD drinking water market of THB 23,521 million. Ichitan vitamin water is classified under “flavoured plain water.”
In another development, Ichitan has teamed up with telecom giant True Corp to launch a new campaign Ichitan x True 5G to target a new generation of consumers. As part of the partnership, Ichitan has developed “Winter Yuzu Fuze Tea Limited Edition”, a yuzu flavoured black tea, featuring the Ichitan x True 5G label. this drink will be available at all 7-Eleven outlets from 24 December 2020.
The campaign will make use of augmented reality (AR) and will cover 3 RTD tea with the size of 420ml and the new Winter Yuzu Fuze Tea. There is a code inside every bottle cap where consumers can win attractive prizes including the latest Samsung Galaxy Z Fold2 or True Premier League access for the entire season.
TrueMove H customers will get points and 2GB of free internet access to watch TrueID content for every code sent.