Chai has seen significant value growth of 43.8% over the last year, ahead of peppermint, herbal and green tea. It is the fastest growing tea out of home within the café channel, according to customer experience consultancy CGA’s volume pool for 2017, which found that consumers are becoming more adventurous with their hot beverage choices and opting for natural earthy flavour alternatives when out home.
The in-cup concept has been specifically created for travel and the product has a recommended retail price of £2.80.
The chai latte is presented in a foil sealed 12oz in-cup serve, which protects it during transport and reduces the chance of spillages.
Amanda Hamilton, founder of Drink me Chai, said: “We know how important it is for customers to stay hydrated on board and our chai latte comes with a wealth of health benefits; it improves digestion, fights inflammation and has antioxidant properties to leave you feeling refreshed and ready for onward travel.”
To celebrate the launch, Drink me Chai is offering Ryanair customers the opportunity to win a hamper filled with products, plus a free flight to a European destination of their choice.
Drink me Chai has also created a partnership with Pratham, a charity based in India – the country that inspired the brand’s founder – helping disadvantaged children to learn to read. A percentage of profits from every cup sold on board will help to improve a child’s development.
Ryanair says all its catering is controlled in-house but it outsources the distribution of its products to Retail in Motion.