Tang gives new meaning to snacking
The Philippines’ leading powdered beverage brand Tang is giving new meaning to what a snack looks like with the launch of its new Fruit & Veg beverages and Gummies line. These new launches are in response to changing consumer needs due to the pandemic and the new normal. With these exciting snack offerings, Tang aims to further cement its leadership in the powdered beverage category and gain a foothold in the growing gummy snacks segment.
In the wake of the pandemic’s immense impact on the world, consumers are reassessing what snacking looks like, tastes like, and what it means to them in the context of their altered lives. According to the 3rd Annual State of Snacking Report, an overwhelming 79% of people surveyed said that their definition of what a snack is has evolved over the last 3 years. In addition, more people - 89% in fact, say that they imagine there will be more snack options to choose from in the next 3 years. People surveyed attest that the snacks they are eating now are different from the ones they consumed 3 years ago. The State of Snacking Report is an annual survey conducted by Tang manufacturer Mondelēz International, The Harris Poll, and Next Atlas. The survey aims to understand people’s changing behaviors around snacking.
Deliciousness and nutrition in one refreshing glass
In the Philippines, Tang is the undisputed leader in the powdered beverage category. The brand’s delicious fruit-flavored variants contain Vitamin C levels equivalent to two small oranges, which equates to 100 percent of kids’ Vitamin C requirement for the day. The powdered juice brand not only has a taste that kids love but also has the nutrition every mom wants for her kids—no wonder it’s every mom’s go-to drink! Most especially during the pandemic, it has helped Moms to provide additional nutrition to keep their kids healthy. In the past two years, there has been a rising trend of immunity and products with fortification benefits. With this consumer understanding in mind, Tang’s dual ambition is to grow the future of the powdered beverage category as well as enter a new and growing snack segment with the launch of exciting new formats for Filipino consumers to enjoy.
Tang Fruit & Veg is the first of its kind powdered beverage in the Philippines that offers the deliciousness of fruits plus the nutrients of vegetables. Families can enjoy the taste of Tang Orange + Carrot, making it a high source of Vitamin C, as well as Vitamin A. Having one glass of Tang Orange + Carrot, gives kids the Vitamin C amount found in two small oranges and the Vitamin A amount found in a half cup of carrot. Nutrition and deliciousness in a glass? It’s a parent’s dream come true!
Also launching in the next few months is Tang Dalandan + Malunggay. One glass gives kids the Vitamin C equivalent to one piece of dalandan (about 67g) and iron close to one cup (90g) of malunggay.
New Gummies
They are juicy, chewy, and with vitamins! Tang Gummies have the delicious fruit flavors that moms and kids love about Tang, in a new gummy format. Gummies are an opportunity segment, growing faster than the total candy snack category (Nielsen, 2020). This presents a growth opportunity for the brand to be present in more snack formats while staying true to what endears it to moms and their kids. Each pack of Tang Gummies is a high source of Vitamin C and contains real fruit extracts. It comes in two variants: Tang Orange Gummies (shaped like real orange segments) and Tang Mixed Fruits Gummies, which contain orange, mango, or strawberry shapes and flavors.
“Tang is exploring our snacking approach. We’re focused on accelerating our core business while exploring opportunities in broader snacking categories,” shares Carlo Isla, category manager for Powdered Beverage, Gum, and Candy of Mondelēz International in the Philippines. “Tang has been beloved by moms and kids for decades in the country. With the pandemic changing how we all live; Tang aims to stay ahead of the emerging trends among consumers. Tang Fruit & Veg and Tang Gummies resulted from a deep understanding of consumers’ preferences, their needs for their family in this new normal, and how snacking now plays a bigger part in their lives.”
He ends, “Consumers prefer trusted snacking brands like ours, but they expect more. They want more offerings, value, and quality. In response, we are being agile and moving fast to win in snacking.”
Tang Fruit & Veg is now available in all supermarkets nationwide and online through Shopee and Lazada. Tang Gummies is also available starting April 2022 in select supermarkets, and online.