Tetra Pak’s Global Category Leader discusses how innovation, functionality, and carton packaging are reshaping one of the world's most versatile beverage categories.
Ready-to-drink tea is a category in constant reinvention. Rooted in tradition yet remarkably adaptable, it continues to evolve alongside changing consumer needs. According to Tetra Pak Category Leader Vanessa Neo, growing interest in wellness, hydration, premium experiences, and new flavor exploration is creating opportunities for tea brands to reach new consumers and occasions.
In this SPOTLIGHT conversation, Neo explores why functionality and premiumization are driving growth, how Asian markets continue to influence global innovation, and how formats ranging from milk teas to concentrates are expanding the category's potential. She also discusses the role of aseptic carton packaging in product protection, sustainability, distribution, and brand storytelling. The opportunity for brands is clear: unlock tea's versatility and elevate it into an everyday beverage experience.| BIO: Vanessa Neo is a Global Category Leader at Tetra Pak, leading the ready-to-drink tea and juice categories globally. Based in Singapore, she joined the company in 2019, held regional marketing roles across Asia Pacific, and moved into the global category management team in 2023. | Podlink signup: https://pod.link/1549975153
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