Cupper grew 16% in Italy in the first half of 2026 and is looking to further extend its reach with Supreme Lemon and Ginger Infusion Organic, a new product just released on the shelves.
The market comparison is stark. According to Circana, in the first six months of the year, teas grew by 1,2% and herbal teas by 1,8% between hypermarkets and supermarkets. Cupper is therefore performing much faster than the rest of the category.
The choice of this new flavor is no coincidence. Supreme Lemon and Ginger is already the second best-selling Cupper product internationally and arrives in Italy with an easily understandable positioning: familiar flavor, cross-sectional consumption, and a key focus of the digestive segment.
The latter accounts for about 10% of the category and is growing by 2,3% in value. This is an interesting area for a brand seeking to increase its presence without indiscriminately expanding its range.
"It's a product with strong commercial potential, already highly appreciated in other markets," explains Adriano Bardelle, Marketing Manager at Cupper Italia. "It allows us to offer retailers a more comprehensive assortment, tailored to the main consumption occasions."
The recipe, certified organic, contains lemongrass, 15,5% ginger, licorice, natural lemon zest and flavoring, orange zest, and white hibiscus.
Packaging also continues to play an important role in brand positioning. Bright colors and recognizable graphics help stand out on a shelf that still maintains fairly traditional codes.
Cupper is distributed in Italy by Abafoods, a company of the Ecotone Group. The entire range is organic, and the teas are Fairtrade certified.
The launch therefore comes at a favorable time for the brand: double-digit growth, a positive category, and a product already proven in other markets. For the retailer, the key will be to understand how such a recognizable product can contribute to expanding the infusion market beyond the usual consumer.
