Pucuk Harum, long recognized for its signature first brew of black tea with jasmine, has unveiled a new lychee‑flavored RTD tea, debuting first in West Java in Indonesia. This marks a significant step for the brand, which has evolved over time, complementing its flagship product with healthier choices such as lower‑sugar and sugar‑free variants, while historically steering away from bold flavour innovation.
The launch of lychee RTD tea signals a fresh direction, adding a fruit‑forward twist to its portfolio while maintaining the familiar tea base that consumers trust. It follows closely on the heels of another milestone: the brand’s recent introduction of milk tea in sachet format, expanding its reach into convenient, at‑home consumption.
By venturing into lychee, Pucuk Harum is broadening its appeal to younger consumers and those seeking variety, while reinforcing its position in the competitive RTD tea market.
