Posted: Sep 01, 2015 at 11:15 AM
(Last Updated: Sep 15, 2015 at 1:59 PM)
Asi's Traditional Brew Yaupon Tea is and made with wild harvested, U.S.-grown yaupon, and this product is the brand's unflavored offering. What is yaupon tea? While it’s not actually tea in the literal sense, it comes from the leaves and twigs of a yaupon tree and definitely tastes similar to a black tea (perhaps with a slight grassy note to the finish). In this variety, Asi adds just a touch of sugar, which along with the 4g of sugars naturally found in the yaupon, results in the product having 7g of sugar and 30 calories per 14 oz. bottle. It also is naturally high in antioxidants and has 30mg of natural caffeine. All in all, the light and enjoyable flavor along with the slight hit of caffeine make this a very enjoyable product to consume. However, the packaging and messaging definitely need some work. For starters, the company needs to upgrade its label, which is currently a very basic (and poorly applied) paper label. Next, Asi needs to refine its positioning. Detailing that the yaupon is grown in the U.S. and “North America’s only native source of caffeine” should be central to the brand, but they are not (although perhaps the company will need to find a domestically grown sweetener as well). Furthermore, we think it’s really important to be upfront about the caffeine content. In the current label, you have to turn to the back of the bottle. It certainly seems way more important than the callout for antioxidants. Lastly, we feel as though the brand looks too safe to the point where it runs the risk of blending in with the other products on the store shelf. All of these comments can be applied to the other flavors as well. Overall, we feel as though there’s some good opportunity for this product if the company can refine the offering further.