In 2025, the coffee and tea beverage sector is entering a new phase of competition.

Nayuki's Tea has launched a "tea beverage + light food" initiative, opening "Green Light Food and Beverage" stores; Tims China is further advancing its "coffee + hot food" strategy, announcing the introduction of a "light body bagel lunch box" series; and Luckin Coffee is continuing its value-for-money approach, piloting the sale of buns, rice-based fast food, and other items in Beijing to stimulate diversified consumer demand.

The China Food Exhibiton has noticed that as the coffee and tea beverage sector becomes mired in homogenized competition, the shift " fromprice and scale wars" to a "dining revolution" reflects the collective anxiety of leading brands seeking incremental growth in a saturated market.

From energy bowls to boxed lunches, is it an expansion of the business scope or neglecting one's main business?

Recently, the first "Nayuki's Tea·Green Light Food and Beverage" store nationwide officially opened in Shenzhen, converted and upgraded from an original tea beverage store. According to Nayuki's official mini-program, in addition to selling the brand's regular tea, coffee, and Euro, bread the store has also launched a light food and beverage series represented by "energy bowls." Among these, the prices of the four energy bowl light food products range from 23.8 to 28.8 yuan, while the light beverage series is priced between 18 and 29 yuan.

Compared with other well-known light food brands, this price is clearly advantageous. Take Wages as an example, its energy bowl prices vary between 75 and 85 yuan, and beverage prices are between 25 and 38 yuan. Gaga Fresh's salad is over 50 yuan, and beverage prices range from 28 to 39 yuan.

Similarly, focusing on "light" offerings, Tims China is also deepening " itscoffee + hot food" strategy. Recently, Tims China announced the launch of a "light body bagel lunch box" series, with a core combination of "bagel + salad + coffee." Due to regional restrictions on the supply of some fresh ingredients, the salad is temporarily only available in stores in seven cities, including Beijing, Shanghai, Guangzhou, Shenzhen, Qingdao, Yangzhou, and Hangzhou.

Luckin, on the other hand, continues its value-for-money approach and is entering the fast food sector. Previously, Luckin briefly introduced hot meals and breakfast pastries in some of its Beijing stores. There are four types of boxed lunches: chicken leg rice, pork belly rice, lion's head rice, and a double combo of chicken leg pork and belly rice, priced between 13.9 and 20.9 yuan. The breakfast series is priced between 2.2 and 4.5 yuan.

According to Luckin's disclosure, the new "convenience store" format will not be limited to coffee sales but will also include traditional convenience store items such as Chinese pastries and boxed lunches.

From this, it can be seen that the product line expansion of this round of tea and coffee brands once again shows a clear trend of scenario extension. Whether it's Nayuki's light food, Tims' lunch boxes, or Luckin's boxed lunches, all are infiltrating the all-day dining scenario.

In the view of Yang Huaiyu, an analyst in the consumer goods industry, the sale of beverages alone often has a low customer unit price and limited consumption frequency. By introducing food items, it can attract consumers to dine in-store during main meal times, thereby increasing the customer unit price and repurchase rate. In addition, traditional tea beverage and coffee brands mainly rely on customer traffic during afternoon tea or leisure times, and the addition of food items can cover all three meals, fully utilizing store resources, and improving sales per square foot.

If you would like to learn more about the food industry, please visit the SIAL China website for more information.

Source: Blue Whale Finance

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