Tea paste can be considered the earliest instant tea in the world. Simply boil it in a teapot over a low heat and it will soon become tea soup. Flavor and nutrients are preserved.
As the pace of modern life accelerates, researchers in the food industry are beginning to derive inspiration from tea paste seeds. Soon, everyone naturally thought of tea powder. In the late 1970s, scholars MJ Blogg and VD Long from the University of London began to systematically study black tea instant tea powder. Soon the concept of making tea powder spread to the academic community of Chinese tea research. Different production processes and theories of instant tea powder have been proposed.
According to Nestle’s success in instant coffee, many people imagine that instant tea powder may achieve the same commercial success. However, since the invention of tea powder in the 1980s, no instant tea powder product launched by that company has achieved remarkable commercial success. All this continued until the self soul torture of a young man named Simon.
Simon Cheng was born in Hong Kong, and later went to Harvard University to study for an undergraduate degree and Stanford University to study for an MBA. When he was young, he spent many years working in investment banking and hedge funds, and this intense and overworked lifestyle completely destroyed his health. Throughout his 20-30 years of age, he was plagued by illness. Obstructive sleep apnea and chronic lung atrophy caused him to undergo multiple surgeries over the years. Taking antibiotics is a daily routine. Once, his heart valve became inflamed and he needed a special catheter to inject antibiotics into the atrial valve.
On his 30th birthday, he was carrying a heart valve antibiotic syringe and finally figured out: “Antibiotics can’t save my body, I don’t need antibiotics anymore!”! So he quit his job in the financial industry and traveled to various regions of the world to think and find his own health code. The answer is usually around the corner. Born and raised in Hong Kong, Simon cites Pu’er tea and black tea as a memory from childhood to adulthood. The various health benefits of tea have always been deeply ingrained. After thinking about it, he thought that tea was the most natural medicine that could heal the wounds in his body.
He traveled to important tea producing regions such as Yunnan, India, and Sri Lanka, seeking advice from local tea farmers and tea makers. Finally, in Yunnan, he saw the production of Pu’er tea cream, which gave him a flash of inspiration.
There are reasons why today’s commonly used brewing method is the best choice for drinking tea. The control of tea sets over temperature, tea separation, and the filtering of magazines through filters are all integral parts of the experience of drinking a cup of tea that is full of color, aroma, and aroma. And today’s tea production method allows the tea brewing method to fully release substances beneficial to health such as tea polyphenols, tea polysaccharides, theanine, and catechins.
However, in today’s fast-paced life, the time and space required for this tea drinking program do not match the lives of most people. What if ordinary people can easily and quickly experience the aroma and taste of high-quality original leaf tea in a fast-paced life, and ensure the absorption of nutrients?
The answer is simple, just make instant tea like instant coffee. What’s more, as the earliest instant tea, the process of tea paste has existed and developed for nearly a thousand years.
However, there are some issues to be resolved. For example, tea cream needs to be boiled before it can be quickly dissolved. Modern people do not necessarily have a tea cooker for daily drinking. The production process of the second tea paste may destroy some nutrients. Finally, the large size of tea paste makes it difficult to package into modern goods.
Simon visited several tea gardens. After thinking and discussing with several tea makers, he improved the method of making tea paste, using low temperature and pressure to dry the tea soup, and making it into tea powder. In this way, both nutrition, flavor, and brewing methods are more suitable for the lifestyle of today’s office workers.
In 2014, he started his own tea trip. In 2016, the product concept gradually matured, and Pique Tea was established in the same year. Pique’s core product feature is instant tea that makes you healthy. Instant tea powder is about 2 grams per small packet. It can be dissolved in cold and hot water, and has the taste of high-quality tea soaked in it. All tea powders are 100% organic certified, and different teas indicate health effects. Some enhance immunity, some promote digestion, and some enhance the vitality of the human body. There are also special provisions for fasting use.
This is a very wonderful idea. With this cup of tea, Simon emerged from 10 years of antibiotic trouble after the age of 30. He hopes to bring this beautiful and healthy lifestyle to more people. This is a typical Silicon Valley corporate philosophy.
However, the education market is a major challenge. Although the core health components of tea, such as tea polyphenols, oxidized catechins, theanine, and tannic acid, have been extensively studied and discussed in many authoritative medical journals such as the Lancet and Cell, as well as in international nutrition journals. Chinese people have a history of using tea as medicine for thousands of years. However, in the United States medical system, the FDA is unable to recognize that continuous tea drinking has established medical evidence for its therapeutic and health promoting effects. Consumer trust in this concept is also very limited.
In order to educate the market, Simon personally stepped forward and constantly contacted consumers, using media such as the internet and television to persuade others by telling their own health stories. Slowly, more people began to try his products, and on media such as Youtube, many tea lovers could also see them share their experiences quoting Pique Tea.
However, brand is just an integral of product power on the timeline. The long-term effect of publicity on the brand itself and the relationship between the product itself are only skin and bone. Without good products, no amount of hype is futile. Pique Tea, with its nearly 5-star rating of over 10000 on major e-commerce platforms, has proven its product strength. And in 2018, he won the awards in three sub categories of the Global Tea Championship.
Starting a business in the traditional field of tea drinking may not be enough just through online channels. In the past four years, they have partnered with traditional retail channels such as Erewhon, Wegmans, and HEB, which is very valuable for a young brand.
As Simon said, after combining the experience of top tea gardens, tea makers, and blenders with innovative new processes based on traditional tea ointments, Pique Tea has finally become a world-renowned brand in the field of healthy tea drinking.