UK-based chai brand Drink Me Chai is set to introduce new packaging for its drink products, which will be available in the country from next month.

Designed to sustain its position in the growing tea sector, the new packaging will use lively colours and images in order to reflect the drink’s Indian heritage.

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Available in 250g tubs, the new packaging will be presented across Drink Me Chai’s seven brand variants.

"As part of the new packaging launch, the company is planning to initiate a sampling programme across the UK."

Drink Me Chai Iced Chai Latte Read-To-Drink will also be available in 330ml screw top bottles.

Drink Me Chai CEO Amanda Hamilton said: “To maintain Drink Me Chai’s position at the top of the category, we need to keep a close eye on emerging trends and to adapt and refine our product offering. 

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“Drink Me Chai, a premium blend of tea, milk and spices, is particularly popular with young consumers, and through the development of our brand, we are approaching our peak buying period in an extremely strong position.”

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As part of the new packaging launch, the company is planning to initiate a sampling programme across the UK.

Drink Me Chai will also bring its Tuk Tuk Chai Bar and Chai Wallah to various student hot spots, such as universities and colleges.

Hamilton added: “Our target audience is very engaged with our brand through our social media channels, and with our forthcoming sampling activity taking place in key locations, we expect Drink Me Chai to be quite literally on everyone’s lips this autumn.”

The company said that it would target cafes and restaurants in order to launch a new Artisan Spiced Chai recipe.

Additionally, Drink Me Chai has developed branded ‘Chai Jars’ to cater to the tea market.

To be available in 1kg re-sealable packs, the Artisan Spiced Chai will be launched this month.

Image: Drink Me Chai Iced Chai Latte Read-To-Drink bottles. Photo: courtesy of Drink Me Chai.