Yogi Tea is a client of Initiator, a private company with significant expertise in brand management, product line extensions, positioning, and product innovations. Initiator helps businesses identify new consumer needs and develops new insights that inspire creation of brand-building ideas that generate growth opportunities. The Yogi Tea case study presents a successful example of a product innovation based on exploration of the energy trend. Situation: Yogi Tea, the leading brand of natural tea, identified an opportunity to take advantage of the consumer trend for more energy during the day. However, given that other beverages, including other hot teas, were already offering energy-related products, our challenge was to create a meaningfully differentiating angle for energy that could serve as the platform for a line of new teas.

• Other than energy trends, what other trends in the market should Yogi Tea research and possibly pursue for their tea products?

• Yogi Tea helped drive sales growth of 20 percent over a three-year period. In addition to sales, what other factors should be included in an internal market audit for Yogi Tea?

Answer rating: 100% (QA)

In addition to exploring energy trends Yogi Tea should consider researching and possibly pursuing tr... View the full answer