Food & Beverage Asia February/March 2020

INGREDIENTS
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From ritual to regional
In many cultures, tea is associated with
some kind of ritual. From the tea houses of
Japan to a traditional English afternoon tea,
each region has its own firm preferences.
But with constant twittering and tweeting,
the world is getting smaller and consumers
more adventurous. Products today travel
quickly beyond borders and across the
globe, and consumers’ growing buying
power means they can afford to eat
and drink the on-trend products people
millions of miles away are enjoying.
In China and Taiwan, milk tea and bubble
tea with tapioca pearls were once the
preserve of street vendors selling to busy
passers-by from a simple stand. Today, we
are witnessing a booming milk tea shop
culture. And not just in China and Taiwan;
the trend has made its way to South
East Asia and the Pacific region, and is
spreading to other continents.
And to top it all off…
By Tracy Fortu, Segment Marketeer,
FrieslandCampina Ingredients Foodservice Asia-Pacific
Milk tea with a milk cap
From Europe to Asia, in Africa and America, tea has a long and strong
tradition. Enjoyed at breakfast, served as an integral part of traditional
afternoon tea, or as a bedtime beverage, tea worldwide creates moments
of feeling good at any time of the day. But as social media spreads
new trends in minutes, and sophisticated consumers seek the latest
instagrammable sensation, what’s driving the tea market right now? And
how can manufacturers ensure they are ahead of the latest innovations?
Tea served with a milk cap
Another major tea trend which started
out in China and Taiwan, and has swept
through the rest of South East Asia and
the Pacific region, is tea served with a
milk cap. A tasty and velvety textured
topping creates a savoury and sweet
taste sensation that excites the senses,
and gives an added touch of indulgence.
It’s a trend that is particularly popular
among younger consumers as they pack
the coolest cafes in cities throughout the
region. It offers them a complete sensorial
experience, from superior taste and an
appealing appearance to exciting colours,
textures and toppings.
It’s personal
Milk cap layers also cater to the trend
for personalised beverages that allow
consumers in the out-of-home channel to
conveniently add their own finishing touch.
Menus in foodservice outlets abound with
choices, from simple chocolate sprinkles,
syrups and sauces to more exotic options
such as red beans, cheese or jelly.
FOOD & BEVERAGE ASIA FEBRUARY / MARCH 2020