Taking it a step further, HEYTEA is the first to introduce the "caffeine traffic light"
Since CHAGEE first introduced the "milk tea ID," the competition in China’s milk tea industry has reached a new level. Consumers now evaluate products not just based on calorie content but also consider factors like tea leaf origin and roasting techniques. On August, HEYTEA took the competition to an even more intense level.
On August 15th, HEYTEA announced that it would be the first in the industry to disclose the caffeine content of its freshly made beverages. They introduced a "caffeine traffic light" health label to classify the caffeine levels and also provided recommended consumption times for different products (afternoon, evening, anytime, late night).
HEYTEA's "caffeine traffic light" system is not only featured on online posters but also includes free small cards available in stores, making it easier for consumers to learn about the information. Images are from RED.
The "caffeine traffic light" system features four colours: red, yellow, green, and grey. From top to bottom, the caffeine content decreases, with red indicating more than 100 mg of caffeine per cup and grey representing approximately 0 mg of caffeine per cup. According to recent data, about 53% of HEYTEA's current fresh drinks are marked with a "green light" for caffeine content or no caffeine; 22% have a "yellow light"; and only 9 products are marked with a "red light."
According to HEYTEA's ordering guide, most of their fresh fruit tea drinks are marked with a "green light," making them suitable for anytime consumption. Among the 9 products with a "red light," 5 are light milk teas, which the brand recommends consuming only in the afternoon. Images are from RED.
A study by ChinaMAP in 2020, which analyzed over 10,000 samples, found that more than 60% of Chinese people have a genetic predisposition for poor caffeine metabolism, making them more susceptible to caffeine intolerance. For many young Chinese consumers, milk tea is a frequently consumed beverage. Since there are currently no mandatory regulations for caffeine labeling on fresh drinks in China, HEYTEA's initiative is commendable. It is further proof of the need to ensure products can clearly meet their specific personal requirements. In this case, helps consumers manage their diet and consumption more effectively and promotes greater transparency in the industry.
