"We see high growth potential in this category, as more consumers are looking for light, healthy drinks," said Vitasoy senior marketing manager Ivy Kwan.
Vita has created a new brand, Tsing Sum Zhan, to market the drinks, which will be positioned as beverages that calm and feed the body, complementing the holistic approach underlying Chinese health philosophy.
Tsing Sum translates into English as 'to comfort one's heart/mind'.
The brand will be sold in paper-based packs, which Vita says offers convenience and a price advantage over rival drinks companies, which use plastic bottles.
"We're the first major player to offer an ambient paper pack format," Kwan said. "This not only stands a difference against competition, but also allows us to price the product competitively."
The launch is backed with a through-the-line advertising campaign run by DDB Hong Kong.
DDB has created a TVC forChinese-language television which aims to convey tranquillity of mind through traditional Chinese painting techniques enhanced by modern computer graphics.
This will be supported by bus ads, which will promote the three different flavours more explicitly.
Point-of-purchase materials have already been distributed across the territory, and posters and fridge stickers are being used at the general trade level.
The drinks will be sold individually in 250ml cartons, and in six-packs for family consumption. "Our pricing is more competitive than the PET bottle our competitors use, in terms of cost per litre, or even the pick-up cost of each purchase," Kwan said.
The three variants of Tsing Sum Zhan are the latest in a number of new drinks unveiled by Vita, Hong Kong's largest beverage company, in recent months.
The company also launched new Icy Shake drinks and Vita Light, a line of low calorie ice teas, earlier this year.