Fraser and Neave, Limited (F&N) unveiled its F&N Nutriwell Freshly Brewed Roselle Tea in Singapore. Roselle, also known as Rose of China, is a tropical flower that belongs to the Hibiscus family. The deep-red sepal (calyx) of the roselle flower is infused in water to prepare a red tart-flavoured tea that is traditionally served in Singapore as an after-meal drink to aid digestion. F&N‘s new launch claims to offer the benefits of roselle tea in a convenient ready-to-drink (RTD) format with a recipe that is free from added sugar, preservatives and artificial colours.

F&N positions its pink, floral roselle tea as an antioxidant-rich detoxing drink that aids digestion and prevents bloating after a heavy meal. The proposition can appeal strongly to 32% of Singaporean consumers who find ingredients that aid in digestive health very appealing, according to GlobalData’s latest Q2-2021 consumer survey. Moreover, the new herbal tea claims to be rich in essential nutrients such as calcium, magnesium, potassium and vitamin C, coupled with antioxidants that can boost immunity. Products with immunity boosters have gained significant appeal in the backdrop of the global health pandemic, as GlobalData’s research reveals, wherein 78% of Singaporean respondents said that they find immunity-boosting ingredients to be somewhat or very appealing in the tea segment.

Researchers have also found that regular consumption of roselle tea can be beneficial in lowering high blood pressure. However, large scale clinical studies are needed to validate these claims. Over and above, F&N claims roselle flavoured tea has a natural cooling effect, which makes it an ideal thirst-quencher for the hot humid weather in Singapore.

Nutriwell Roselle is certified by the Health Promotion Board, Singapore, as a health drink owing to its digestive wellness, immunity-boosting and antioxidant properties and the Healthier Choice Symbol is printed on the packaging label. This can lend more impetus to the product as revealed by GlobalData’s 2020 survey, wherein 68% of Singaporean respondents affirmed that on-pack certification logos from the government or another authority are somewhat or completely trustworthy.

The product is available across modern and traditional retail outlets in packs of one litre and 475ml packs and is priced at S$2.25 and S$1.50, respectively, making it affordable for the majority of the consumers. The one-litre packs are suitable for at-home consumption and group consumption while the compact single-serve 475ml packs can encourage consumers to purchase them as a meal accompaniment or on-the-go refreshment, particularly after a hearty meal.

The naturally healthy and free-from formulation and functional claims validated by government authorities will go a long way in making Nutriwell Freshly Brewed Roselle Tea a blockbuster offering in Singapore and pave the way for the brand to quickly gain traction in other neighbouring APAC markets and beyond. The increasing focus on health and wellness following the Covid-19 pandemic gave a much-needed shot-in-the-arm to the functional drinks category, with several vitamin C fortified drinks highlighting the claim ‘immunity booster’ rapidly gaining mass appeal in South East Asia in 2020.

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