Tealive, Southeast Asia’s leading lifestyle tea brand, has reinforced its FMCG ambitions by launching its 3-in-1 premix beverage range at Jaya Grocer, the leading mass-premium supermarket chain, to bring its café-style drinks into Malaysian homes through everyday retail channels.
The launch, held on 13 February at Jaya Grocer Sunway Pyramid and followed by a roadshow until 15 February, signalled a strategic push by the homegrown beverage chain into the fast- growing at-home consumption segment.
Loob Holding Founder and CEO Bryan Loo said the move came amid sustained growth in Malaysia’s at-home beverage segment, with more food and beverage operators expanding into packaged formats to diversify revenue streams and reduce reliance on outlet traffic.
“Our partnership with Jaya Grocer has been an important part of Tealive’s journey, dating back to the Covid period when we first introduced our DIY Bubble Tea Kit to bring the Tealive experience into Malaysian homes. Today’s launch of our Tealive 3-in-1 premix range marks another meaningful milestone as we extend that experience into everyday routines,” he said.
“This collaboration allows consumers to enjoy their favourite Tealive beverages anytime, anywhere, while reinforcing our commitment to making café-quality drinks more accessible. As we continue to evolve into a complete beverage lifestyle brand, this retail expansion reflects our vision of becoming a seamless part of Malaysians’ daily lives, whether in-store or at home, plus offers an opportunity to leverage existing brand equity in new consumption occasions.”
The collaboration positions Jaya Grocer as Tealive’s strategic retail partner for this expansion, providing a curated supermarket platform and access to a broader consumer base seeking convenient, café-quality beverage options for at-home consumption.
Under the rollout, consumers can choose from milk tea, coffee and chocolate series. The milk tea range includes Signature Milk Tea, Gula Melaka Teh Tarik, and Milk Tea Matcha; the coffee series comprises Signature Coffee, Coffee Hazelnut, and Caramel Macchiato; and the chocolate range features Signature Chocolate, Chocolate Hazelnut, and Salted Dark Chocolate.
A key flavour signature across the range is Tealive’s brown sugar profile, incorporated into selected variants to replicate the brand’s popular caramelised brown sugar taste in premix form.
Jaya Grocer is the first supermarket chain to offer Tealive’s mixed-flavour 3+1 Fun Packs, designed for families and office settings seeking variety and value.
For the festive season, a limited-time Festive Joy Box is also available across the three beverage series, each box bundled with a complimentary premium tumbler in one of six exclusive designs, as a gifting option.
During the week-long retail activation at Jaya Grocer Sunway Pyramid from 9 to 15 February, Tealive recorded positive in-store response across its premix product formats, supporting the brand’s plans to expand FMCG product availability across more Jaya Grocer outlets nationwide.
Jaya Grocer CEO, Daniel Teng, said the partnership aligns with the retailer’s commitment to championing strong Malaysian brands while broadening product offerings for consumers.
“We are delighted to partner with Tealive to bring their popular premix range to our customers. By providing a trusted retail platform for homegrown partners like Tealive, we are helping extend their reach beyond traditional channels while continuously elevating the experience we offer our customers,” he said.
The expansion into modern trade is part of Tealive’s strategy to tap into rising demand for convenient beverage options at home and strengthen its omnichannel presence, alongside its network of over 1,000 outlets across Malaysia and the region.
This retail debut responds to increasing consumer appetite for convenient beverage options that offer quality, familiarity, and accessibility.