Competitive Landscape - Competitors of Marley Mellow Tea

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Competitive Landscape - Competitors of Marley Mellow Tea

Coca-Cola Fuze Tea, Argo Tea, Arizona Rx, and Teavana all market their products on the basis of flavor, sustainability, and health benefits. In 2003, Arizona Beverages was sued by the Center for Science in the Public Interest (CSPI) for mislabeling its 'Rx line' products including the Rx Stress iced tea. Below is an explanation of our methodology to understand why some information was missing, as well as an overview of our findings.

Methodology

Consumer Responses

We managed to find and provide the consumer responses for all products except Argo Tea's Armenian Mint Herbal Tea. Our search through review sites such as Influenster, Yelp, and Home Tester Club did not produce any consumer reviews specifically for Argo Tea's Armenian Mint Herbal Tea. Next, we searched through retail outlets such as Amazon and Ebay, but we only managed to find reviews for other Argo Tea products. Thirdly, we scoured through the company's official site in the hope that they featured customer feedback, but we found none. Lastly, we looked at media resources in case there were reports which indicated the customers' perceptions of the Armenian Mint Herbal Tea, but there were only reports of its launch and brief overviews of its overall profile. This is probably because Argo Tea's Armenian Mint Herbal Tea is a fairly new product having launched in the last quarter of 2017.

Lawsuits

Our research through legal resources such as Bloomberg Law and Westlaw did not provide any information on lawsuits filed against Fuze Tea, Teavana's Crafted Iced Tea, and Argo Tea. We then searched through legal databases including such LibGuides, but still did not find any results. Our third strategy was to search through media resources such as CNN and Forbes for any relevant information, but, again, our strategy was fruitless. We found one lawsuit against Arizona Rx Stress in 2003, which we have included in our research.

Findings

I. Coca-Cola Fuze Tea

Selling Points

a) Sustainability

Coca-Cola states Fuze Tea is packaged using 25% recycled PET and the cap, sleeve, and bottle are all 100% recyclable. The tea extract used is "100% sustainably-sourced" and the company aims to source 100% of all Fuze Tea's agricultural raw materials and ingredients by 2020. Additionally, Coca-Cola claims to ensure that it only sources tea extracts from farms that use water responsibly.

b) Flavor

Coca-Cola claims that Fuze Tea's perfect combination of fruit juice, tea extracts, and botanicals such as chamomile or hibiscus give it a characteristically multi-layered flavor which results in a delicious iced tea. Fuze Tea comes in Peach, Mango, Lemon, and Blueberry flavors, among others.

c) Corporate Responsibility and Health

By only doing business with certified farms, Coca-Cola Fuze Tea supports suppliers that protect diversity and human rights and show a commitment towards social, economic, and environmental sustainability. The company blends sugar and a sweetener with zero calories sourced from the stevia plant to provide a drink with fewer calories.

Negative Consumer Responses

Some consumers claim that Fuze Tea flavors have a "funny aftertaste" and they attribute this to the probable use of artificial sweeteners. Other consumer say that the flavors are decent, but they do not stand out from other RTD ice drinks. There are also several negative reviews regarding the taste of the lemon flavor. On Amazon, several consumers are dissatisfied with the product claiming that it is overly sweet with little discernible tea flavor. [S4]

Lawsuit

There is no indication that Coca-Cola Fuze has been a subject of any lawsuits.

II. Arizona Rx Stress Herbal Tea

Selling Points

a) Health

Arizona Beverages major selling point is health. The company claims that Rx Stress Herbal Tea contains 0% fat and cholesterol, less than 1% sodium, 0% protein, and only 5% carbohydrates. Instead, the product offers vitamins B12 and B6 and an assortment of herbs such as chamomile and panax ginseng.

b) Benefits and Market Strength

Arizona Beverages uses its claim of being the United States' "best-selling iced tea" company to market its products including the Rx Stress Herbal Tea. The brand says that the product contains stress-relieving qualities that provide consumers with a "tastier way to unwind."

Consumer Responses

While most reviews about the product were positive, several reviewers on Influenster were dissatisfied, even disgusted, with the taste. Some used words such as disgusting and awful to describe its taste while others say that they dislike the drink's aftertaste and artificial flavors. A few reviewers were not satisfied with its stress-relieving properties.

Lawsuits

In 2003, the Center for Science in the Public Interest (CSPI) sued Arizona Beverages for fraudulently mislabeling its 'Rx line' products including the Rx Stress iced tea. The organization stated that the brand's claims of memory-enhancing and stress-relieving properties were fraudulent as the doses of the ingredients said to provide these qualities were too small to be effective. Arizona Beverage had previously ignored a directive by the FDA regarding its Rx products.

III. Teavana's Crafted Iced Tea Herbal Tea

Selling Points

a) Quality and Flavor

Teavana advertises its iced teas as premium products made from high quality teas, ingredients, and botanicals from prime regions such as South Africa and the Pacific Northwest. Teavana says that it employs an expert team of artisans to ensure consistency and quality and to create flavors that are inspired by blending modern trends with ancient traditions.

b) Commitment to Values

As of 2017, 72% of Teavana's products were sourced ethically and the company is working with the Ethical Tea Partnership (ETP) to achieve its goal of 100%. The company advertises its dedication to sustainable farming and the empowerment of communities in the tea-growing regions.

Consumer Responses

On Amazon, several consumers complained about the taste of Teavana's Crafted Iced Tea products with some describing them as artificial, nasty, sour, and bland. While some consumers described the products as flavorless, others found them to be overwhelmingly sweet.

Lawsuits

There haven't been any lawsuits filed against Teavana's Crafted Iced Tea Herbal Tea.

IV. Argo Tea Cold Brew Tea Armenian Mint Herbal Tea

Selling Points

a) Flavor and Quality

Argo Tea claims that its RTD product is the "world’s first line of ready-to-drink (RTD), cold brew, single-estate bottled teas." The brand says that it cold-brews its teas to extract antioxidants and flavonoids for a smooth flavor. The company also uses its global connections to source premium ingredients for its teas.

b) Corporate Responsibility and Health

Argo Tea says that its teas contain minimum microbial and calorie levels. The teas are all-natural, USDA organic, non-GMO, kosher, vegan, and gluten-free. The brand also uses cane sugar sourced using fair-trade practices.

Consumer Responses

There were no consumer responses or reviews specific to Argo Tea Cold Brew Tea Armenian Mint Herbal Tea.

Lawsuits

There were no lawsuits against Argo Tea Cold Brew Tea Armenian Mint Herbal Tea.
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