Say Aloe To a Rebrand: ChanTea Becomes TEAloe

Shedding the Asian-themed elements of the product in favor of an ingredient-focused name and package, Gourmetti Brands has rebranded ChanTea as TEAloe.

The new label will place greater emphasis on the tea/aloe combination brand’s brewed tea content in hopes of eliciting stronger consumer awareness and connection to the brand, as well as a more robust presence alongside other tea beverages.

The rebrand marks the second time that Gourmetti has changed the name and packaging of the product; the beverage line was initially launched as Chaitea, then became ChanTea in June 2011. The company altered ChanTea’s labeling last year with cleaner graphics and a move from vertical to horizontal wording on the product.

While the basic innovation in the ChanTea formula — the mixture of aloe and tea — remains the same across the name change, Gourmetti has tweaked the formulation of TEAloe a bit to include the use of organic tea and aloe.

Although cost considerations prevented the company from making the product fully organic – it contains non-organic cane sugar for a sweetener – Salazar said that the Gourmetti would work toward achieving a fully organic beverage and certification once the brand reaches a level of sales volume that could justify the shift. The line will continue to market four SKUs, although Gourmetti swapped out a lemon flavor for a mint variety.

Gourmetti managing director Gofredy Salazar said the latest rebrand enables TEAloe to enhance its position as a product that plays in an entirely new beverage category (one of tea and aloe blended drinks), but he said that the company will – initially – attempt to position the brand primarily in the premium RTD tea set. However, he noted that its formulation has the potential to attract a range of consumers and presence on both aloe and tea shelves, with the novelty of its formulation differentiating the brand from products in either category.

Nevertheless, it’s clear that Gourmetti has distanced TEAloe from some common traits seen in the aloe category. Dropping the seemingly ubiquitous square-edged plastic bottle used by a number of aloe brands, including ALO and Vivaloe, Gourmetti repackaged TEAloe in a round “grip-type” 16 oz. PET bottle. The product sports a white wrap label with the phrases “brewed green tea” and “juicy aloe bits” in large font; Gourmetti is attempting to trademark the latter.

The label also features the phrase “Made in the USA” near the bottom of the package, a call out that Salazar hopes will reinforce the differences between the brand and competing aloe-infused beverages that are made outside the country.

Following a recent test demo at a Whole Foods store in Naples, Fla. which garnered positive reviews of the brand from consumers who, according to Salazar, appreciated the novelty of its formulation, Gourmetti will launch the rebranded product on March 1. At the outset, TEAloe will be carried by UNFI and distributed a variety of independent and natural retailers on the West Coast and Southern U.S., as well as nationally in Safeway, where the brand will be placed in select stores that feature a natural aisle. Salazar said that TEAloe recently gained placement in some stores in Whole Foods’ Florida region.

As for marketing initiatives, TEAloe will lead with the tagline, “Say Aloe to a Better Green Tea.” The crafty line is the brainchild of The Fresh Branding Group, a creative agency based in New York City that also assisted Gourmetti with the brand’s redesign. Gourmetti marketing manager Diana Cruz said that in 2013 the company would focus its marketing efforts on demos and sampling of the product, as well as trade show representation, as a way to secure new retailer and distributor relationships.

Gourmetti, which will be renamed TEAloe, LLC following the roll-out of the brand, is being advised by Jim Tonkin of Healthy Brand Builders, which assists natural food and beverage companies with branding and retail channel development. Tonkin, who is also an investor in the company, noted that the Gourmetti will attempt to raise new capital beginning around the end of the second quarter or the beginning of the third quarter this year. The round of funding would be the first outside capital for the company and would be in the $2-3 million range, according to Tonkin.