POM Wonderful Gives Tea Line a “Super” Makeover

POM Peach Passion White TeaPOM Wonderful has revamped its line of iced teas, giving the products a new name and package, each designed to play up positioning as a better-for-you option. Now marketed as “Antioxidant Super Teas,” the teas are filled in POM’s iconic bottles, whose bulbous shape resembles two pomegranates stacked on top of one another.

POM has also doubled the variety of the line, which is now offered in four pomegranate-focused flavors. In a release, Dahlia Reinkopf, senior director of marketing, POM Wonderful, noted that the new look is intended to capitalize on momentum for rising sales of ready-to-drink tea and “offer consumers new ways to enjoy pomegranate juice.”

The drinks are now sold in a single-serve 12 oz. size, down from its original 16 oz. format, and feature color-coded caps to differentiate between varieties. Slated for distribution in the produce section of mass and grocery stores nationwide, the teas will have a suggested retail price of $1.99.

While the company has retained and reformulated its Pomegranate Peach Passion White Tea (dropping fructose and adding sugar), POM dropped its Pomegranate Lychee Green Tea in favor of a new Pomegranate Honey Green Tea. Pomegranate Lemonade Tea and Pomegranate Sweet Tea varieties round out the newly positioned line. The beverages contain 120-140 calories and 29-35 grams of sugar per bottle, depending on variety.