Ichitan has introduced the Chinese sour plum drink into the Thai market under its Yen Yen herbal tea brand. The targeted sales for this drink is THB 70 million. In China, sour plum is the perfect summer drink and is often consumed when eating hotpot.
The key ingredients of Yen Yen Sour Plum are plum, chrysanthemum, rosella, licorice, hawthorn, citron orange, peppermint and mulberry. Judging by the marketing messages, Ichitan has depicted Yen Yen Sour Plum as a Chinese drink with the key function of relieving heat/spiciness in line with the brand positioning of Yen Yen.
In Thailand, the new Yen Yen Sour Plum has two SKUs – 315ml selling for THB 10 and 400ml retailing at THB 15.