Emmi Launches Indian Tea Beverage
Chai, the spiced tea from India, has grown in popularity in Europe over a number of years. Swiss dairy group Emmi is responding to this trend by pairing Swiss milk with black tea, spices and sugar to make the new Emmi Chai Latte. The new Emmi Chai Latte product range includes ‘Original Taste’ and ‘Vanilla Breeze’ and is available from mid-January in Swiss retail outlets and petrol stations and from February in Germany and Austria.
Emmi sells over 100 million cups of Caffè Latte each year. Emmi is filling chiller cabinets with a potential new bestseller, Chai Latte.
Masala Chai (‘Chai’) is a blend of hot black tea, spices, milk and sugar. Masala denotes a particular mix of spices, while Chai means tea. In recent years, the national drink ofIndiahas also found its way intoEurope, albeit mainly in coffee shops and tea houses up to now.
The majority of chai aficionados in Europe are young, urban women. In order to promote Emmi Chai Latte among this target group in Germany, Switzerland and Austria, Emmi will this year continue its role as official partner in the partnership with one of the most successful programmes in German-language television: ‘Germany’s Next Topmodel’. The ninth series will air in February on ProSieben.
