PREMA CHAI SPICES UP THE TEA AISLE CHAI... · 2015. 6. 19. · Prema Chai is an authentic,...
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Surrey, BC; May 22, 2015 – This summer, a traditionally brewed, ready-to-drink Chai is launching to the Canadian marketplace. Prema Chai takes the labour-intensive process of preparing traditional Indian tea, and transforms it with a ready-to-drink format perfect for enjoyment in a busy, modern world. Prema, the Sanskrit word for love, is the inspiration behind Prema Chai. It was created by Tas Cheema, a Surrey-based entrepreneur, using a family recipe passed down through generations. He saw the need for an authentic Chai that met the needs of his modern South Asian family. “Growing up, my mother woke early to make Chai from scratch. The Chai was amazing, but I could see that the labour-intensive process was a burden on her. When I got married I knew I wanted something different for my own family,” says Tas Cheema, President and Founder, Original Prema Chai Inc. “For me, this product means you can spend more time with those that are most important to you without having to sacrifice the authenticity and taste that you love.” Chai is a centuries-old tradition originating in India. Historically, the family matriarch would prepare Chai each morning using long-held family recipes. Traditionally prepared Chai takes time and patience to create. As of 2011, there were approximately 1.6 million South Asians living in Canada making them the largest visible minority in the country 1 . Seventy per cent of growth in consumer spending will be the direct result of growth amongst visible minorities over the next 10 years 2 . Additionally the ethnic food sector is growing by about 15-20 per cent per year 3 . Young South Asian families are embracing modern conveniences, but bringing with them the family traditions that they have cherished since childhood. “Prema Chai is targeted towards consumers who are interested in serving authentic Chai, but who lack the time or skills to brew their own,” continues Cheema. “While the product will likely develop a loyal base of South Asian consumers, it will also appeal to Caucasian customers interested in exploring new products and flavours.” In 2014, the Canadian tea market was worth $403 million. Tea consumption is expected to jump by as much as 40 per cent by 2020 4 . PREMA CHAI SPICES UP THE TEA AISLE Authentic, ready-to-drink Chai tea hits grocery channel. FOR IMMEDIATE RELEASE MORE 1 Buchignani, N. (2015). Retrieved from Historica Canada: http://www.thecanadianencyclopedia.ca/en/article/south-asians/ (Accessed April 2015) 2 Condon, G. (2013, 04 01). Yes, you should pay attention to ethnic grocers. Retrieved from Canadian Grocer: http://www.canadiangrocer.com/top-stories/yes-you-should-pay-attention-to-ethnic-grocers-8663 (Accessed April 2015) 3 Androich, A. (2010, 11 23). How to reach ethnic consumers. Retrieved from Canadian Grocer: http://www.canadiangrocer.com/top-stories/reach-and-retain-649 (Accessed April 2015) 4 Tea Association of Canada. (2014). BOF CONTENT 2014 Canadian Tea Fact Sheet & Trends. Retrieved from Tea Association of Canada: http://www.tea.ca/about- us/media-kit/2014-canadian-tea-fact-sheet-trends/ (Accessed April 2015)
Transcript of PREMA CHAI SPICES UP THE TEA AISLE CHAI... · 2015. 6. 19. · Prema Chai is an authentic,...
Surrey, BC; May 22, 2015 – This summer, a traditionally brewed, ready-to-drink Chai is launching to the Canadian marketplace. Prema Chai takes the labour-intensive process of preparing traditional Indian tea, and transforms it with a ready-to-drink format perfect for enjoyment in a busy, modern world.
Prema, the Sanskrit word for love, is the inspiration behind Prema Chai. It was created by Tas Cheema, a Surrey-based entrepreneur, using a family recipe passed down through generations. He saw the need for an authentic Chai that met the needs of his modern South Asian family.
“Growing up, my mother woke early to make Chai from scratch. The Chai was amazing, but I could see that the labour-intensive process was a burden on her. When I got married I knew I wanted something different for my own family,” says Tas Cheema, President and Founder, Original Prema Chai Inc. “For me, this product means you can spend more time with those that are most important to you without having to sacrifice the authenticity and taste that you love.”
Chai is a centuries-old tradition originating in India. Historically, the family matriarch would prepare Chai each morning using long-held family recipes. Traditionally prepared Chai takes time and patience to create.
As of 2011, there were approximately 1.6 million South Asians living in Canada making them the largest visible minority in the country1. Seventy per cent of growth in consumer spending will be the direct result of growth amongst visible minorities over the next 10 years2. Additionally the ethnic food sector is growing by about 15-20 per cent per year3.
Young South Asian families are embracing modern conveniences, but bringing with them the family traditions that they have cherished since childhood.
“Prema Chai is targeted towards consumers who are interested in serving authentic Chai, but who lack the time or skills to brew their own,” continues Cheema. “While the product will likely develop a loyal base of South Asian consumers, it will also appeal to Caucasian customers interested in exploring new products and flavours.”
In 2014, the Canadian tea market was worth $403 million. Tea consumption is expected to jump by as much as 40 per cent by 20204.
PR E M A C H A I S PI C E S U P T H E T E A A I S L EAuthentic, ready-to-drink Chai tea hits grocery channel.
FOR IMMEDIATE RELEASE
MORE
1 Buchignani, N. (2015). Retrieved from Historica Canada: http://www.thecanadianencyclopedia.ca/en/article/south-asians/ (Accessed April 2015)2 Condon, G. (2013, 04 01). Yes, you should pay attention to ethnic grocers. Retrieved from Canadian Grocer: http://www.canadiangrocer.com/top-stories/yes-you-should-pay-attention-to-ethnic-grocers-8663 (Accessed April 2015)
3 Androich, A. (2010, 11 23). How to reach ethnic consumers. Retrieved from Canadian Grocer: http://www.canadiangrocer.com/top-stories/reach-and-retain-649 (Accessed April 2015)
4 Tea Association of Canada. (2014). BOF CONTENT 2014 Canadian Tea Fact Sheet & Trends. Retrieved from Tea Association of Canada: http://www.tea.ca/about-us/media-kit/2014-canadian-tea-fact-sheet-trends/ (Accessed April 2015)
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Authentic, ready-to-drink Chai tea hits grocery channel.
Prema Chai is brewed in British Columbia according to a family recipe and is available in three varieties: Original, No Sugar Added, and French Vanilla. The product will initially be available in 325mL and 946mL bottles, but the company plans to add a 1.75L gable carton down the road. It is made from USDA Certified organic black tea, fresh 100 per cent Canadian milk, sugar, and natural spices. It is ready-to-drink warm or cold, and contains no preservatives.
ABOUT PREMA CHAI
Prema Chai is an authentic, traditionally brewed Chai tea in a ready-to-drink format. Prema Chai is brewed according to a family recipe in British Columbia, Canada. www.premachai.com
Note to editor:
High res product images are available. Please contact:
Elettra Communications – 604.738.3870
Gwen Hardy Lorna Allen 604.809.0062 778.858.8805 [email protected] [email protected]
Prema Chai is an authentic, traditionally brewed Chai tea. Prema Chai takes the labour-intensive process of preparing traditional Chai, and transforms it with a ready-to-drink format perfect for enjoyment in a busy, modern world.
THE CHAI TRADITION
Chai is a centuries-old tradition originating in India. Historically, the family matriarch would prepare Chai for her family each morning using recipes passed down through generations. Traditionally prepared Chai takes time and patience to create.
THE PREMA CHAI STORY
Prema, the Sanskrit word for love, is the inspiration behind Prema Chai. Made according to a beloved family-recipe passed down through generations, Prema Chai means more time with those that are most important to you without sacrificing the authenticity and taste that you love.
PREMA CHAI QUICK FACTS
ABOUT PREMA CHAI
Prema Chai is brewed in British Columbia according to a family recipe.
Varieties: Original, No Sugar Added, and French Vanilla.
Made with USDA Certified organic black tea, fresh 100 per cent Canadian milk, sugar, and natural spices. Contains no preservatives.
Ready-to-drink warm or cold.
Initially available in 325 mL and 946 mL plastic bottles, however the company plans to add a 1.75L gable carton down the road.
www.premachai.com
FACT SHEET
MORE
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Fact Sheet: About Prema Chai
NATURAL SPICES IN PREMA CHAI
Cardamom Seeds – highly aromatic, adds warmth and enhances anything it’s added to with its eucalyptus and lemony undertones.
Anise Seeds – delicately sweet and aromatic with a distinctive licorice flavour.
Cinnamon – fragrant, sweet, and warm.
Ginger – aromatic, pungent, and spicy, ginger adds a delightful kick of flavour.
Black Pepper – slightly hot with a hint of sweetness.
Star Anise Seeds – slightly more bitter, but with a stronger licorice flavour than regular anise seed.
Vanilla – soft, sweet, and full of flavour.
CATEGORY INFORMATION
Tea – In 2014, the Canadian tea market was worth $403 million. Tea consumption is expected to jump by as much as 40 per cent by 20201.
Specialty tea ($130,471,125) now outpaces regular tea ($86,761,518) sales in dollar2.
Flavoured Dairy – Research completed by Tetra Pak points to a significant rise in the flavoured milk category, driven primarily by consumers turning to conveniently packaged milk products as an alternative to other beverages3.
1 Tea Association of Canada. (2014). BOF CONTENT 2014 Canadian Tea Fact Sheet &Trends. Retrieved from Tea Association of Canada: http://www.tea.ca/about-us/media-kit/2014-canadian-tea-fact-sheet-trends/ (Accessed April 2015)
2 Government of Canada. (n.d.). Tea Association of Canada. Retrieved from Canada’s Economic Action Plan: http://actionplan.gc.ca/en/page/rcc-ccr/tea-association-canada (Accessed April 2015)
3 Tetra Pak Group. (2013, 06). Tetra Pak Dairy Index. Retrieved from Tetra Pak: http://www.tetrapak.com/documentbank/Tetra_Pak_Dairy_Index_Issue6_2013.pdf (Accessed April 2015)
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Fact Sheet: About Prema Chai
ABOUT THE MARKET / AUDIENCE
As of 2011, there were approximately 1.6 million South Asians living in Canada4. They are the largest visible minority in the country.
As the ethnic population continues to grow, it is becoming increasingly important for mainstream stores to stock the items they desire. This growing population also represents a huge opportunity for potential revenue – Perry Caicco, a grocery industry analyst with CIBC World Markets in Toronto, estimates that about six per cent of Canada’s $80 billion food industry is being spent in independent ethnic grocery stores. The ethnic food sector is growing by about 15-20 per cent per year5.
South Asian families are young, busy, and big: • An average South Asian household in Canada has 3.3 people versus the national average of 2.45 people6. • These young families are embracing modern conveniences, but bringing with them the beloved family traditions that they have cherished since childhood. Authenticity is key for this audience.
ABOUT ORIGINAL PREMA CHAI INC.
Original Prema Chai Inc. is the maker of Prema Chai, a line of authentic, traditionally brewed Chai teas in ready-to-drink format. Prema Chai is brewed according to a family recipe in British Columbia, Canada. www.premachai.com
Note to editor:
High res product images are available. Please contact:
Elettra Communications – 604.738.3870
Gwen Hardy Lorna Allen 604.809.0062 778.858.8805 [email protected] [email protected]
4 Buchignani, N. (2015). Retrieved from Historica Canada: http://www.thecanadianencyclopedia.ca/en/article/south-asians/ (Accessed April 2015)5 Androich, A. (2010, 11 23). How to reach ethnic consumers. Retrieved from Canadian Grocer: http://www.canadiangrocer.com/top-stories/reach-and-retain-649 (Accessed April 2015)
6 South Asian Market Size Report. (2014). Retrieved from Superdemographics: http://www.superdemographics.com/marketEthnics.php?report_name=sa&type=demo (Accessed April 2015)
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The images above are available in high res format. Please contact:
Elettra Communications – 604.738.3870
Gwen Hardy Lorna Allen 604.809.0062 778.858.8805 [email protected] [email protected]
