28 August 2024,
Tealive and Secret Recipe have teamed up to unveil a new initiative called “Club Zero” for AirAsia’s inflight catering and food and beverage subsidiary, Santan.
The initiative promotes lesser consumption of sugar, promotes healthier choices as well as signifies a new chapter in Santan’s commitment to offering delicious, health-conscious alternatives to AirAsia guests.
“Club Zero” also represents the culmination of Santan’s ongoing efforts to align with the evolving health-conscious preferences of consumers.
“’Club Zero’ reflects our mission to revolutionise food and drink choices. Santan has already set new standards in inflight dining, proving that high quality can be achieved even within the low-cost carrier segment. We have elevated the quality, range, and affordability of inflight offerings, setting a new benchmark for the industry,” said Catherine Goh, CEO of Santan.
“Serving over 20 million meals annually, we are committed to offering healthier options. Given the significant public health issue of diabetes in Malaysia, we are proud to lead the way by partnering with two local brands to provide reduced-sugar products, making healthier choices both delicious and accessible for all AirAsia guests,” she added.
Building on the success of Santan’s zero-calorie sugar drinks, such as the ZERO watermelon coconut latte and ZERO pistachio coconut latte, the series now includes ZERO watermelon coconut latte, ZERO pistachio coconut latte, ZERO pistachio coconut milk, ZERO watermelon coconut milk, ZERO watermelon coconut water, and ZERO pistachio jasmine milk.
Additionally, Tealive will be offering ZERO original milk tea with konjac pearl while Secret Recipe will offer ZERO chocolate indulgence cake, both with 50% less sugar, on AirAsia flights.
“It was an honour for Tealive to be one of the local brands Santan chose to partner in providing healthy options to the public. We have always believed in collaborative innovation to create exciting products. By allowing our customers to choose their preferred sugar levels, we are thrilled to share a vision with Santan in providing delicious yet healthier food and beverage choices. We look forward to tea lovers everywhere enjoying our zero-sugar original milk tea with konjac pearls,” said Byan Loo, founder and CEO of Loob Holding.
“We are proud to partner Santan in this Club Zero campaign to help champion healthier and sustainable living for our fellow Malaysians as well as all those who fly with AirAsia. Now people get to enjoy lower calorie options both in the air and at our outlets, where we have launched Secret Recipe’s ZERO chocolate indulgence cake that tastes close to the original and Santan’s ZERO pistachio coconut latte. Let’s all unite especially during this Merdeka season to live better together,” added Patrick Sim, managing director of Secret Recipe.
The initiative was officially launched by the minister of health Dr Haji Dzulkefly Bin Ahmad and the deputy minister of domestic trade and cost of living, Fuziah Salleh.
“I commend Santan for their leadership in this crucial initiative and for collaborating with local brands to make healthier options more accessible to everyone. The launch of ‘Club Zero’ is a significant step forward in our collective effort to reduce sugar intake and encourage healthier eating habits among Malaysians. I hope more brands will follow suit and offer healthier options to customers,” said minister of health Haji Dzulkefly Bin Ahmad.
This initiative comes as Tealive released a new campaign in anticipation for the upcoming release of the movie Joker: Folie à Deux.
As part of the campaign, the bubble tea brand is bringing back its “Choco Lava Series” to pay homage to the unpredictability and the thrill of the DC character’s world.
Tealive also hijacked the TRX MRT station and transformed it into a scene straight out of Gotham. Commuters could take photos with standees of Batman and Harley Quinn, as well as with Tealive’s mascot, Bru, who was dressed as the Joker.
Source : MARKETING – INTERACTIVE
Full Article : https://www.marketing-interactive.com/tealive-secret-recipe-guilt-free-initiative-club-zero-air-asia?utm_source=newsletter_5114&utm_medium=email&utm_campaign=20240829_malaysia_daily_bulletin
