Givaudan, a specialist in flavors and fragrances, has unveiled a collection of tea concepts co-created with European social media influencers as part of its innovative ‘Tea Time’ program. Leveraging Givaudan’s digital tools and expertise, this forward-thinking, collaborative initiative harnessed the insights of key influencers— culinary professionals, mixologists, and designers— resulting in six unique tea concepts.
“Conducted with leading brand strategists at Huxly, the influencer program marks a new era in helping customers re-imagine beverage experiences,” said Diego Campos, regional marketing manager – Europe, taste & wellbeing. “We are pioneering new ways to engage, inspire and co-create—leveraging brand new digital tools and creative storytelling to stay ahead of trends and shape the future of beverages.”
The program followed a three-stage process—immersion, casting and collaboration—culminating in a live co-creation session, facilitated by Myromi, Givaudan’s patent-pending handheld aroma delivery device. Controlled via smartphone, Myromi enabled real-time aroma blending and instant feedback, giving influencers and experts the power to develop and refine multisensory concepts on the spot.
From insights to impact
Drawing on consumer research from four European countries and sensory analysis of over 60 tea products, Givaudan identified three core opportunity spaces—healthy hydration, surprising indulgence and premium formats. These insights provided direction for the initial concepts, allowing them to address evolving lifestyle demands—from functional calming blends to dessert-style indulgences and elegant mocktail-style teas.
During the immersive co-creation session, influencers explored the aroma profiles of Givaudan’s original tea concepts using Myromi and then reimagined them through their own creative lens. Drawing on personal preferences and an understanding of their audiences, they brought new perspectives to the existing blends, enhancing them with unexpected twists and storytelling depth.
The result was a series of multisensory tea concepts that combined Givaudan’s technical expertise and digital tools with the authenticity and creative flair of the influencers. Among the standout creations were:
- Pistachio Royale, a luxury latte reinterpreted with rich, creamy pistachio indulgence;
- Golden Hour, a bold, non-alcoholic sparkling tea crafted to evoke the atmosphere of post-work pints, BBQ smoke and golden summer evenings
- ClariTea, designed to support clarity and calm with a refreshing herbal profile.
Together, these creations present a fresh and relatable take on modern tea culture—crafted to resonate with today’s experience-driven consumers.
“This initiative was about turning insights into impact,” added Diego. “By combining consumer data, creativity and influencer collaboration, and using tools like Myromi, we’ve created a more efficient path to market for tea innovations that truly resonate.”
Givaudan will showcase highlights from the Tea Time programme at drinktec 2025 (15–19 September, Munich) at stand C3-359, as part of its broader ‘innovation efficiency’ theme for tea, beer and soft drinks. Stop by for a taste of what’s next.
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Naresh Khanna – 10 February 2025
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