Core Viewpoint - The article discusses the rise of kale as a "superfood" in the beverage industry, particularly in China, driven by marketing strategies from tea brands that transformed it from a little-known ornamental plant to a popular ingredient in drinks [4][6][16]. Group 1: Kale's Transformation - Initially, kale was considered an ornamental plant with no known edible records, but by 2025, it became a sought-after "superfood" with numerous health benefits attributed to it, such as antioxidant properties and potential cancer-fighting capabilities [4][5]. - The price of kale surged dramatically, with its acquisition price increasing from 0.8 yuan per pound in 2024 to 3.5 yuan per pound in 2025, marking a rise of over 300% [5][6]. - The domestic market share of kale shifted from 5% to 55% as tea brands began to source it for their products, indicating a significant change in consumer demand [7]. Group 2: Marketing Strategies - Tea brands adopted a marketing strategy that combined novelty, taste adjustment, and health benefits to promote kale, similar to the successful marketing tactics used in the West [16][20]. - The launch of "Champion Slimming Bottle" by Heytea during the Paris Olympics linked kale to health and fitness, leveraging athlete endorsements to enhance its appeal [21][22]. - The health narrative around kale was emphasized, with products marketed as "superfoods" and backed by nutritional reports, appealing to consumers' desire for healthier beverage options [25][26]. Group 3: Industry Trends - The trend of utilizing niche ingredients like kale has been observed across the beverage industry, with various brands successfully launching products featuring unique ingredients to create buzz and drive sales [28][29]. - The article highlights that the beverage industry is characterized by high competition and product homogeneity, making the discovery of niche ingredients a necessary strategy for brands to differentiate themselves [36]. - In 2024, major tea brands introduced over 2,600 new products, indicating a continuous effort to innovate and attract consumers through new flavors and ingredients [38].

Core Viewpoint - The article discusses the transformation of kale from a decorative plant to a "superfood" in the tea beverage industry, driven by marketing strategies and consumer health trends [3][4][5]. Group 1: Market Dynamics - In 2025, kale's price surged from 0.8 yuan per pound in 2024 to 3.5 yuan per pound, marking an increase of over 300% [3]. - The domestic market share of kale shifted from 5% to 55% as farmers pivoted from export to domestic sales due to increased demand from tea brands [4]. - The tea beverage industry has seen a trend of utilizing niche ingredients to create popular products, with kale being the latest example [26]. Group 2: Marketing Strategies - Tea brands have adopted a marketing approach that combines novelty, taste, and health benefits to elevate kale's status [15][24]. - The launch of "Champion Slimming Bottle" by Heytea in July 2024 marked the first major product featuring kale, coinciding with the Paris Olympics to enhance its appeal [16][21]. - The health narrative surrounding kale has been emphasized, with claims of its benefits such as weight loss and detoxification, appealing to health-conscious consumers [24]. Group 3: Historical Context - Kale has a long history, dating back to 600 BC, but its popularity in the U.S. surged only in the last decade, particularly after being featured in Beyoncé's music video in 2014 [6][7]. - Prior to its rise, kale was primarily used as animal feed or for decoration in restaurants, with its culinary use being limited [10][11]. Group 4: Competitive Landscape - The tea beverage market is characterized by high competition and product homogeneity, leading brands to continuously seek out unique ingredients to differentiate themselves [34]. - Following the success of kale, other tea brands quickly introduced their own kale-based products, indicating a trend of imitation within the industry [33]. Group 5: Financial Performance - In 2024, major tea brands reported varying revenue growth, with marketing expenses consistently increasing across the board, highlighting the importance of maintaining consumer interest [35].

Core Viewpoint - The article discusses the transformation of kale from a decorative plant to a "superfood" in the beverage industry, driven by marketing strategies and consumer health trends [3][4][5]. Group 1: Kale's Rise in Popularity - In 2025, kale transitioned from being a decorative plant to a sought-after superfood, praised for its nutritional benefits such as antioxidant properties and potential cancer-fighting abilities [3][4]. - The price of kale surged from 0.8 yuan per pound in 2024 to 3.5 yuan per pound in 2025, marking an increase of over 300% [4]. - The domestic market share of kale increased from 5% to 55% as tea brands began to source it for their products [4][5]. Group 2: Marketing Strategies - The marketing success of kale in the U.S. was largely due to strategic promotion by the American Kale Association, which utilized social media to enhance its visibility [12][14]. - Celebrities and cooking tutorials played a significant role in popularizing kale, transforming it from a lowly vegetable to a trendy food item among the middle class [15][17]. - In China, tea brands adopted similar marketing tactics, associating kale with health and fitness, particularly during the Paris Olympics [18][19]. Group 3: Consumer Trends and Product Development - The tea industry has seen a trend towards health-conscious products, with brands emphasizing the nutritional benefits of kale to attract consumers concerned about weight gain [21][22]. - The introduction of kale-based products, such as the "Champion Slimming Bottle," generated significant sales, with over 1.6 million bottles sold within ten days [22]. - The trend of using niche ingredients like kale is not unique; other ingredients such as avocado and oil fruit have also gained popularity through similar marketing strategies [24][30]. Group 4: Industry Dynamics - The beverage industry is characterized by high competition and product homogeneity, leading brands to continuously seek out unique ingredients to differentiate themselves [30][31]. - Despite the initial success of niche ingredients, the industry often sees a rapid influx of similar products from competitors, diluting the uniqueness of the original offering [29][30]. - The article highlights that while niche ingredients can drive short-term sales, they may not provide sustainable differentiation in a crowded market [34][37].