There’s nothing quite like spending a summer’s day in Regent’s Park – with sunshine, great food, and the buzz of thousands of passionate food lovers coming together. This year, we headed to Taste of London, one of the capital’s most exciting food festivals, with Drink me Chai.

With 8 sessions across 5 days and over 50,000 visitors through the gates, it’s safe to say the energy didn’t drop once… And neither did the buzz around our chai bar.

Serving Up Something Different

Across the event, we served over 15,000 samples – introducing foodies to chai in ways that felt fresh, fun, and (most importantly) delicious.

What was on offer?

  • Our new Ready-to-Drink Iced Chai Latte cans – perfectly chilled and festival-ready
  • A Taste of London exclusive: Chai Ice Cream – creamy, spiced, and perfect for the 30-degree heat!

Let’s just say… it didn’t take long for queues to form.

There’s something about an Iced Chai Latte that sparks curiosity. Maybe it’s the aroma of warming spices, or maybe it’s that first sip that catches people off guard – smooth and refreshingly chilled, with just the right blend of spices. 

Why Everyone’s Talking About Chai

If Taste of London confirmed anything, it’s this: chai isn’t just a trend – it’s a movement, and it’s here to stay!

What was once seen as a niche coffee alternative is now firmly mainstream. In fact:

  • Chai has been described as one of the most popular non-alcoholic beverages, with demand continuing to rise across markets (ref: https://www.jpl-flavours.com/how-chai-is-the-trending-flavour-this-autumn/)
  • The global chai tea market is forecast to grow steadily, driven by demand for flavourful, natural, and wellness-led drinks (ref: https://www.businessresearchinsights.com/market-reports/chai-tea-market-119056)
  • In the UK, chai lattes have seen significant growth on café menus, reflecting increasing consumer appetite for the category (ref: https://eboots.co.uk/wiki/how-big-is-the-chai-tea-market)

Add in the rise of ready-to-drink formats, and it’s clear why Drink me Chai’s new Chai Latte cans are resonating with today’s consumers – convenience, flavour, and a sense of comfort all in one.

From Curiosity to Conversion

What stood out most across the five days wasn’t just the volume of samples – it was the reaction.

We saw:

  • First-time chai drinkers becoming instant fans
  • Hot chai drinkers, intrigued and pleasantly surprised by an iced chai format
  • A real appetite for chai beyond the cup (we’re looking at you, chai ice-cream 👀)

It reinforced something we already knew; when you make chai accessible, fun, and relevant, people are ready to embrace it.

Bringing Chai to the Professional Market

For us, Taste of London wasn’t just about showcasing Drink me Chai – it was about demonstrating what’s possible for our partners.

From cafés and foodservice operators to retail buyers, the message is clear: chai is a category with serious growth potential.

And with formats ranging from powdered blends to ready-to-drink cans, there are now more ways than ever to bring chai into your offering – whether that’s:

  • Expanding your menu – Chai is on >92% of coffee shop menus*, it’s time to get it on yours!
  • Driving incremental sales, with 3.5M shoppers buying Chai in out of home venues*
  • Or tapping into new, younger audiences seeking something a little different

The Final Sip

Fifteen thousand samples later, one thing is certain: Dink me Chai has well and truly earned its place in the spotlight.

Taste of London gave us the perfect platform to showcase the versatility, creativity and commercial potential of Drink me Chai – and if the queues were anything to go by, this is just the beginning.

So here’s to more innovation, more flavour, and many more moments of chai discovery☕✨

*Kantar worldpanelonline, Hot Beverages OOH data 22nd February 2026