Whilst the choice of traditional fizzy drinks remains vast, that of high-end, uncarbonated soft drinks has historically been limited to old-school cordials, claggy coconut waters and unimaginative fructose-heavy juices.
Kaytea coldbrew is new but already bearing building a significant head of steam within high-profile urban head offices as diverse as Netflix, Google, Bloomberg, VISA, Glencore … As a brand that enjoys a considerable urban presence, Kaytea is enjoying the fruits of a growing clamour for non-carbonated soft drinks.
“We’re surprised what a non-fizzy beneficiary we’ve become in short space of time as the Kaytea name blossoms,” said Kaytea founder, Kevin Tang.
“Whilst carbonation was first imagined to provide an extra-sensory mouthfeel experience, there’s a growing appreciation that not only does fizz not offer the same level of natural refreshment, it’s often a cloaking mechanism for suppressing the unappealing taste of synthetic sweeteners that are often as unappetizing as the excessive sugar they replace.”
Kaytea says it is proud of its low calorie pedigree and happy to be associated with small amounts of unrefined organic cane sugar – because for all the sugar wariness that quite rightly exists, it is at least natural and at the opposite end of the trusted spectrum from synthetic aspartame.
Non-carbonated drinks provide a setting for more sophisticated and involving flavour profiles to prosper, and also go better with food, honing rather than overpowering one’s taste buds.
“Our commitment to real ‘wow’ ingredients like jasmine, peach, mangoes, yuzu and grapefruit will always over-index any synthetic, lab-born flavours,” added Tang, who added that the soft drinks category is ripe for a more discerning push because once again more consumers are steering clear of poor quality ingredients (synthetic nasties, artificial flavours) and excessive sugars.