This archive report was first published on 9 November 2019.
Kenya Tea Packers, the country's oldest tea blending and marketing company, has branched into flavoured teas to capture the huge youth market.
According to the company's Managing Director, Albert Otochi, the decision to diversify into flavoured teas was made to target the 55% of the population that comprises the youth.
“We are now targeting millennials because they are a sophisticated consumer and require teas which they can relate with,” Otochi said.
The new flavoured teas include lifestyle teas ranging from herbal to specialty tea variants, such as cinnamon, orange, forest fruit, and ginger.
“In the new specialty line, the teas are packaged in very attractive packages. We even have hexagonal gift packs which contain eleven flavours of the tea,” Otochi added.
Additionally, Ketepa has launched herbal infusion teas such as Heart Chai, Sleep Easy, Immune Tea, Digestive Tea, and Vitali Tea.
As a value-addition subsidiary of the Kenya Tea Development Agency, Ketepa aims to increase its market share in the tea industry.
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