Habu herbal tea officially launched for the Thai market, as Coca Cola believed herbal beverages had always been an integral part of Thai culture. The new entrant is targeting the 21 bil baht ready-to-drink herbal beverage business.

The drink is made up of four main ingredients; roselle, licorice, luo han guo and cogangrass.

Coca Cola identifies herbal, herbal-fused and tea-based drinks among the top three popular drinks alongside water and sparkling beverages in food shops and traditional and modern trade stores. Demand for herbal tea has grown by 25% in the past three years.

Coca Cola is optimistic about this product and projects a growth of 25-30% in its first year. They plan to introduce Habu to other countries in the future.

Coca Cola will also spend 800 mil baht (about S$33.3 mil) to promote its non-carbonated drinks this year and at least the same amount next year.

What ......