top of page

Veggie Tea Drinks Go Savoury Trend

Veggie Tea Drinks Go Savoury Trend visual media slide

Veggie tea drinks have moved from niche novelty to legitimate new category, led by brands like Millie’s Sipping Broth in the US, essentially broth in a tea bag and GOBBi, which positions itself as a savoury “energy tea” with tomato, mushroom and miso profiles. Add in the OGs like Numi’s early “Savory Tea” lineup, plus celery-ginger and herbal-vegetable hybrids across Asia, and the signal is clear: warm, vegetable-forward teas are becoming a recognised hot-drink ritual.


What’s changed is how these drinks are positioned. They’re not trying to be soup, and they’re not pretending to be herbal tea. They live in the middle, a low-calorie, snack-replacement cup for the 3pm slump. A comfort ritual with salt, warmth and umami rather than sugar, caffeine spikes or milky heaviness. That’s the moment consumers want: grounding, savoury, soothing, and quick.


And here’s the quiet unlock for APAC and ANZ ; this region is built for savoury tea. Kombu, miso, shiitake, lemongrass, galangal, tomato-herb, pumpkin, kumara, seaweed and native herbs are natural fits for a format that the West is only just waking up to. Veggie tea might feel new globally, but the flavour codes already live in this neighbourhood, waiting for brands to stitch them into something modern, drinkable, and everyday.



ENDS:

TOP STORIES

1/151
bottom of page