Coca-Cola unveils niche tea drink from Japan
Coca-Cola is introducing a new blended tea drink originating from Japan. Sokenbicha, an unsweetened bottled tea with no calories, is aimed at people who are open to alternative health remedies. The drink will be available in 5 varieties, including green tea and a blend of cinnamon and ginger. Besides low-key marketing, there are plans to promote the beverage to chiropractors, acupuncturists and spa operators. It will hit store shelves at Whole Foods from October. Sokenbicha is Coke's largest tea brand in Japan. The idea behind the project stems from a small group inside Coca-Cola charged with finding and marketing niche products.