Introduction:As summer approaches, Cha Yan Yue Se announced on April 29 the relaunch of its lemon tea series, unveiling five new products at once to cater to different taste preferences. However, the high proportion of ice in these drinks has sparked widespread discussion among consumers. Many netizens complained that they received very little actual beverage, with some even questioning whether they had bought “a cup of ice.” This article takes an in-depth look at the background of this new product launch, market reactions, and consumer experiences to help you understand what’s really going on.

With the transition from spring to summer, temperatures are gradually rising, and major beverage brands have launched seasonal chilled drinks. Among them, lemon tea has gained popularity for its refreshing and tangy flavor. On April 29, Cha Yan Yue Se officially relaunched its lemon tea product line, introducing five new drinks at once. These include the classic “Elegant Orchid Glass,” which debuted in 2019, as well as four seasonally limited flavors: “Tourmaline,” “Youthful Glass,” “Chirping Glass,” and “Fireworks Glass.” Targeting various consumer preferences, the new lineup ranges from floral and fruity to sweet and tangy profiles, blending yellow lemon and perfume lemon flavors with various tea bases to offer a richer selection of summer drinks.

It is worth noting that although the new products were launched in most regions simultaneously, Changsha—the birthplace of Cha Yan Yue Se—did not participate in this rollout. The official explanation was that the柠檬 tea product line in the Changsha market was previously managed by its sub-brand “Good Mo Lemon,” and to avoid product overlap, the brand decided not to reintroduce the same offerings in its original stores. For many loyal customers hoping to try the new flavors in Changsha, this was undoubtedly a disappointment.

Despite strong official promotional efforts, the launch of the new products sparked another wave of discussion on social media—though this time, the focus wasn’t on the flavors themselves but on the issue of “excessive ice ratio.”Many consumers shared photos on social platforms, joking that the lemon tea they bought for nearly 20 yuan contained very little actual drink, with most of the cup taken up by ice. Even experienced customers who specifically requested “no ice” found that the so-called 1-liter extra-large cup, after the ice was removed, held less than half the volume—leading to doubts about whether they had purchased “a drink or an ice tray.”

Public opinion quickly escalated, with netizens leaving comments expressing dissatisfaction: “Cha Yan Yue Se, did you install an ice-making machine in my drink?” “The standard ice option is outrageous—I’m left with a pile of ice after drinking.” “I opened it and was shocked—it was all ice, and I was done after two sips.” “Is this really lemon tea or just an ice drink?” Such comments kept pouring in. In response to the backlash, Cha Yan Yue Se had actually mentioned in its earlier promotional copy that due to the naturally prominent sourness and astringency of lemons, sugar and ice were necessary to balance the flavor. The brand offered options for half-sugar and less-sugar to adjust the acidity and avoid excessive sweetness. As for the ice, it was added to “suppress the astringency,” so the series is not recommended to be ordered “less ice” or “no ice.”

Although the brand had provided a “consumption setup explanation” in advance, many consumers still felt that paying the same price but getting less than half the actual drink was hardly a good deal. Especially when the ice was removed, the overall portion shrank noticeably, affecting the satisfaction of the drinking experience and leaving some consumers frankly disappointed. For the brand, finding ways to maintain the balance of flavor and texture while optimizing the ice ratio and enhancing the actual drinking experience will be an important direction for future adjustments.

Overall, the return of Cha Yan Yue Se’s lemon tea series has notable merits in terms of product creativity and market positioning. However, the controversy over the ice ratio serves as a reminder that while pursuing flavor performance, the brand should also take into account consumers’ actual drinking experience. For those who love lemon tea, it may be wise to pay extra attention to ice options when ordering or consider choosing non-iced versions to enjoy a more satisfying drinking experience.

The above content is compiled by CoffeeHunters, a coffee news website.