Introduction:As competition in the new tea beverage market intensifies, many brands are exploring diversified business models that combine "coffee + baked goods." Recently, CHAGEE launched its Premium Tea series in its 4.0 stores and made its first foray into baked products with the introduction of three flavored bagels, marking its official entry into the bagel market. What is the allure of bagels that has even tea beverage brands jumping on the bandwagon? This article will detail the specifics of CHAGEE’s new product launch, its pricing strategy, and explore the reasons behind bagels becoming a staple in coffee shops.
The competition in the new tea beverage industry is becoming increasingly fierce. To solidify their market position, brands are constantly seeking differentiation and diversification. Among these strategies, the combination of "coffee + baked goods" has stood out as a particularly promising direction, gradually becoming a key avenue for many brands to expand their product lines. Recently, CHAGEE, known for its premium tea offerings, introduced its new Premium Tea series in its upgraded 4.0 stores and ventured into the baking category for the first time by launching three bagel products, officially announcing its entry into the bagel market.
The initial rollout of CHAGEE’s 4.0 stores is piloting in Shanghai, covering 16 local outlets. In addition to staying true to the brand’s core philosophy of "brewing fresh leaves, cup by cup," the most notable highlight of this product launch is the brand’s first foray into baked goods. The lineup includes chia seed & cranberry bagels, black truffle & bacon bagels, and tuna bagels, offering consumers a more diverse range of choices.
In fact, bagels are no strangers to the coffee market. Well-known chains such as Starbucks, Tims, Peet’s Coffee, and Seesaw have already introduced their own bagel product lines. CHAGEE’s entry into this space not only aligns with current market trends but also showcases the proactive innovation efforts of new tea beverage brands.
Notably, the rapid rise of bagels in the coffee market can be largely attributed to their health attributes and high compatibility. Compared to traditional bread, bagels typically use low-sugar, low-oil, and low-fat formulations. Though they may resemble donuts in appearance, they are actually lighter and healthier, and can be paired with a variety of fillings and sauces, making them suitable for pairing with all types of coffee beverages.
Additionally, bagels undergo a unique semi-fermentation process and are boiled before baking, which gives the gluten greater elasticity, resulting in a distinctive chewy and dense texture. This characteristic encourages slower eating, which helps increase satiety, aligning with modern consumers’ demands for healthy eating and weight management, thus making them particularly popular among fitness and weight-loss enthusiasts.
Moreover, bagels are highly versatile in terms of when they can be consumed—whether for breakfast, afternoon tea, or even as a light dinner or late-night snack, they can be flexibly paired with different meals. This all-day suitability makes bagels an ideal choice for coffee shops aiming to increase average order value and customer loyalty, and they are gradually becoming a staple baked good in specialty coffee shops.
It is understood that, in addition to the three flavored bagels, the baking series launched by CHAGEE’s 4.0 stores also includes a cheese product. The overall price range falls between 15 and 26 yuan, positioning it in the mid-range, which aligns with the consumption habits of urban white-collar workers and younger consumer groups.
To attract consumers to try the new products, the brand has also introduced promotional bundles combining tea beverages and bagels: for any original leaf fresh brew tea (at regular price), customers can add just 3.9 yuan to get a bagel priced at 15 yuan, or add 13.9 yuan for a bagel priced at 26 yuan. Overall, the lowest price for a tea-and-bagel combo is just 18.9 yuan, offering excellent value during the new product promotion period.
On social media platforms, this move has sparked considerable discussion. Some netizens have jokingly dubbed the combo the "hardworking person’s set," believing that tea paired with a bagel is enough to fuel an entire day’s energy. Others have pointed out that today’s business models are increasingly cross-disciplinary and hybrid, from bakeries selling coffee to bubble tea shops offering pastries, reflecting the market’s diversity and innovation.
Another observation notes that the bagels currently sold in 4.0 stores may not be freshly made on-site but are instead pre-made products delivered via cold chain. If you don’t mind them not being freshly baked, simply heating them appropriately can still yield a satisfying flavor. For consumers who enjoy pairing coffee with bagels, it is recommended to choose bagel flavors that complement the flavor profiles of the coffee beans used, thereby enhancing the overall taste experience.
The above content is compiled by CoffeeHunters, a coffee news website.
