As the competitive beverage market becomes more crowded, companies need to reimagine their classic offerings with a trending slant. Flavors, functionality and fun are priorities. Pure Leaf Mental Focus transforms the favorite iced tea into a sparkling functional beverage that refreshes in any moment.
Over the years, Pure Leaf sought to capture people’s attention by fulfilling their needs. Sometimes it was willingness to embrace the power of saying no. Other offerings celebrated trending flavors. In all circumstances, the popular tea brand understood that staying stagnant would find its bottles pushed off the shelf.
Across the beverage market, functionality is a hot trend. While food focuses on protein, fiber and other extras, beverages look to boost performance. From the person who has a mid-day slump to the one who thirsts for a morning boost, functional beverages fill a need.
At the same time, the drinks have a limited flavor profile. Some people do not want the sugary vibe or tangy tart options. They prefer their favorite beverage with a boost. Pure Leaf Mental Focus is that drink.
Speaking about this line expansion, Zach Harris, Vice President and General Manager, Pepsi Lipton Tea Partnership North America said, “Functional drinks are no longer niche. People want products that keep up with their lives. Pure Leaf Mental Focus delivers great flavor, plus added benefits. It’s a real brewed iced tea with naturally occurring caffeine from black tea and added L-theanine, making it a smart option for busy days, especially as packed schedules and constant distractions have become the norm.”
What Is Pure Leaf Mental Focus?
Pure Leaf Mental Focus is a real brewed sparkling iced tea. The beverage supports mental focus and attention. In addition to the caffeine in the tea, this drink adds L-theanine, which is an amino acid found in tea leaves.
The new Pure Leaf beverage comes in two flavors, raspberry and peach. While both flavors are juicy, they are traditional tea flavors. Both tea drinkers and Pure Leaf fans are familiar with and choose these two fruit-forward teas.
Since a “functional tea” is new to the market, it is vital to have familiar and approachable flavors. This familiarity helps to reduce the barrier to entry.
For example, some people would not choose a passion fruit or even a prickly pear flavor because it is out of their comfort zone. Additionally, some people would not grab a new brand because they do not trust it. With the new Mental Focus, that connection to their favorite iced tea entices them to try a new sip and see.
Additionally, the new concept balances familiar and innovative. Since this functional beverage is carbonated, it brings a little extra excitement. Sparkling tea is far different from grandma’s classic drink. Those tiny bubbles add a little extra. In an instant, people take notice.
Lastly, Pure Leaf Mental Focus is packaged in a can. Using this specific packaging helps consumers distinguish between this beverage and the other options under the Pure Leaf label. It feels and looks different, but there is still a connection to the core line.
The slim can is a staple in the functional beverage market. It helps Pure Leaf appeal to its new customer, too. Overall, it is a smart way to balance the familiar and the new.
Pure Leaf Mental Focus has 69mg caffeine; 0g sugar; 0 calories (12 fl oz can). It can be purchased at most major retailers, convenience stores, gas stations and online. Check with retailers for exact pricing.
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