The Rise of the Functional Beverage: Shifting from 'Trendy Tea' to 'Super Drink'
In our busy daily lives, many of us seek beverages that do more than just quench thirst; we want them to provide real benefits. However, we often face a paradox: the 'trendy tea' market is frequently dominated by excess sugar and artificial flavors. It raises the question: can a daily indulgence also be genuinely healthy?
This is precisely why a paradigm shift towards the "super drink," or functional beverage, is beginning. Modern consumers, especially students and moms, are starting to look for smarter choices.
"We are seeing a major shift," says Myra Suraryo, Founder & CEO of ChaCo. "Modern consumers, especially students and moms, no longer just want to 'drink sugar'. They are smart consumers who need functional beverages—something to help them focus for finals, or a natural, trusted option for their family. ChaCo exists to fill that gap."
Quality: A Focus on Function, Not Just Flavor
A true 'super drink' focuses on function. It's no longer just about sugary profiles, but about what a beverage can do for our bodies and minds.
For students needing high concentration while studying, a beverage designed to be Calming can help ease stress. For moms seeking practical ways to support their family's health, a functional Detoxifying drink offers a guilt-free, natural solution. Well-designed beverages, like a Calming "Zen Garden" or a functional Detoxifying "Midnight Cha r Co.al Cloud," are created to meet these specific needs.
Authenticity: The Real Meaning of "Mindfully Sweetened"
Another key component is being "mindfully sweetened". This is a commitment to honoring the authentic flavor of high-quality ingredients. Instead of masking the tea's character with artificial sweeteners, this approach opts for authentic, natural sweeteners like Gula Aren or 100% Sugar Cane, with zero artificial additives, ensuring every sip is pure and wholesome.
This all starts, of course, with the quality of the raw ingredients, such as pristine, single-origin tea leaves from a historic estate, one of the oldest in the world.
A Movement for Accessible Wellness
The core of this movement is the belief that high-quality, healthy wellness is not an exclusive luxury, but something everyone should be able to access.
A new conversation is growing, led by those seeking a balance between indulgence and health. Students and moms are key voices in this discussion. ChaCo is interested in hearing your story. Join the discussion by sharing your moments of how functional beverages are part of your daily ritual, using the hashtags #HealthyTeaLiving and #ChaCoStory. The best stories will be featured and will receive exclusive rewards each week.
For those curious to learn more, these 'super drink' concept beverages can be found online via GoFood, GrabFood, and Shopee Food. For the full experience, you can visit the flagship store at Mal Taman Anggrek, 4th Floor, or the Cha Co. at Bean Think Coffee outlet at Jalan Raya Kalibata.
