Vitasoy International Holdings Limited wins Product Launch of the Year - Hong Kong
The brand’s campaign delivered record engagement and strengthened its leadership in the ready-to-drink tea market.
Vitasoy International Holdings Limited received the Product Launch of the Year - Hong Kong accolade at the FMCG Asia Awards 2025 for introducing Vita Ya Shi Xiang Lemon Tea under its long-standing Vita Lemon Tea (VLT) line.
The product was developed to address the rising consumer demand for Ya Shi Xiang tea and perfume lemon flavours, which had become increasingly prominent in Hong Kong’s ready-to-drink tea segment.
Launched in February 2025, Vita Ya Shi Xiang Lemon Tea introduced the first green packaging within the VLT portfolio. The beverage combined Ya Shi Xiang oolong tea with perfume lemons to produce a distinct aroma and balanced flavour. It marked a clear product differentiation within the category and expanded the range’s flavour offering.
Vitasoy International Holdings Limited carried out an integrated promotional campaign from February to April 2025. The initiative ran across outdoor, digital, and social media platforms. Advertisements were placed throughout MTR stations, bus shelters, and transport vehicles, maintaining consistency in visual design through the use of the product’s green motif. A themed truck, fitted with a 1.9-metre replica bottle and a branded duck mascot, travelled across key districts to enhance product visibility.
Sampling and engagement activities were conducted in supermarkets, convenience stores, and high-footfall areas. These allowed consumers to experience the beverage’s fragrance and flavour directly. In Tsim Sha Tsui, a bus stop installation featured perfume lemon scent diffusion and digital mini-games, providing a physical setting that reflected the product’s design and sensory concept.
Following its introduction, Vita Ya Shi Xiang Lemon Tea drew significant media coverage and achieved a strong sales performance. It ranked first amongst sweetened tea new product launches in supermarkets and convenience stores, contributing to overall market share growth for the VLT range.
The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].
