By Lorrie Baumann
After an initial market test through online sales in the U.S. last fall, BOS Brands launched its canned iced teas and tea bags at this year’s Winter Fancy Food Show and will be rolling the products out to retailers this month. BOS Iced Tea, a lightly sweetened iced tea made from rooibos, launched first in Lemon, Peach, Lime & Ginger, Yuzu and Berry. Consumer testing revealed that consumers like the rooibos teas, but they also wanted options without sugar and with bubbles, so BOS Brands followed that initial launch in May, 2019 with BOS Sparkling Unsweetened Iced Tea, offered in White Peach & Elderflower, Blueberry & Jasmine and Pineapple Coconut flavors.
The teas capitalize on a growing trend in favor of ready-to-drink iced teas and appeal to consumers who have an active lifestyle and are health-conscious. Those consumers are already familiar with, and active consumers of, beverages such as kombucha, sparkling waters and other iced teas, whether that’s black, green or white tea, according to Jeff Donaldson, Head of Marketing, USA for BOS Brands. “We get a lot of people who are iced tea drinkers who want something different or healthier or who are trying to stop consumption of other beverages, such as sugared sodas,” he said. “Everybody knows of black, green or white tea, but hardly anyone knows about red tea. This is known as a red tea because of the red bush that it comes from that’s only grown in South Africa.”
All of the BOS Brands products are organic, and rooibos (pronounced ROY-BOSS) is caffeine free. It’s an indigenous plant that grows as a spiky bush, rather like a Scotch broom, in a tiny area of South Africa where the soil is sandy and the climate is dry with moderate temperatures. At harvest time, the stalks are pulled from the bush and dried in the sun to make a tea that South Africans have been consuming for hundreds of years, Donaldson said. “It only grows in a 90-acre area in South Africa that has the perfect climate,” he said. “You can’t actually grow it anywhere else in the world.”
The iced teas are sold in 12-ounce cans retailing for $1.99. The cans are decorated in the bright colors of South Africa to communicate a sense of fun. “We’re not trying to be a stodgy, good-for you brand; we want it to be fun,” Donaldson said. “We are really focused on making healthy fun.”
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The company’s newest product for the U.S. market is BOS Red Rooibos Tea, tea bags for the hot tea drinkers who want to try something different. “They can have it at any time of day, whether or not they’d cut themselves off from caffeine late in the day,” Donaldson said. “People like that this can be an all-day drink and not just when they want caffeine.”
The BOS Red Rooibos Tea bags are packaged in a collectible tin that contains two sleeves of 20 tea bags and retails for $14.99, while the 40-tea bag refill for the tin (also containing two sleeves of 20) retails for $10.99.
Adding to the appeal of the brand, BOS Brands has an active sustainability program in which the company plants a tree for every 2,000 cans of the iced teas that are sold. “So far, we’ve planted about 22,000 trees in South Africa, working with an organization called Greenpop,” Donaldson said. Greenpop is a South African non-profit organization focused on sustainable urban greening and forest restoration across Sub-Saharan Africa.
For more information, email hello@bosbrands.com.