New York, NY, April 25, 2025 (GLOBE NEWSWIRE) — A panel of BBB National Programs’ National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, has recommended that Olly PBC discontinue or modify six challenged advertising claims concerning its Kids Chillax dietary supplement’s ability to support calm and relaxed moods in children.

The underlying National Advertising Division (NAD) case (#7350) was initiated by Bayer Healthcare LLC, a competitor in dietary supplements for children. Bayer challenged several advertising claims for Olly’s Kids Chillax, promoted as dietary supplement intended to support children’s moods, among other things.

NARB’s panel’s review centered on six Kids Chillax claims defended by Olly during the NAD proceedings, including statements on the benefits of the ingredient L-theanine, such as asserting that L-theanine functions as “Captain Calm” and “works to support a relaxed state of mind.” The panel also considered non-ingredient-specific claims that “Chillax supports a calm and relaxed mood” and “relaxed state of mind.”

In evaluating these claims, NAD had concluded inter alia that a number of flaws with the Olly-commissioned clinical study rendered it unreliable to support the challenged express claims.

The NARB panel supported NAD’s assessment, finding that the Chillax Study did not, and could not, provide statistically relevant data to show that young children received the advertised benefits from consuming Chillax. The panel also concluded that the Chillax Study presented no evidence that child users of Chillax would “stay engaged.”

Based on these findings, the NARB panel determined that NAD’s decision should be affirmed and recommended that Olly discontinue the challenged advertising claims for its Kids Chillax product, noting that Olly is free to modify its advertising to be consistent with the results of the underlying testing and research.

In its advertiser statement, OLLY stated that it “will comply with the decision, despite its disappointment with the NARB Panel’s assessment.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB procedures, this release may not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust.

According to the latest report by IMARC Group, titled “Bubble Tea Market Report by Base Ingredients (Black Tea, Green Tea, Oolong Tea, White Tea), Flavor (Original Flavor, Coffee Flavor, Fruit Flavor, Chocolate Flavor, and Others), Component (Flavor, Creamer, Sweetener, Liquid, Tapioca Pearls, and Others), and Region 2025-2033,” offers a comprehensive analysis of the industry, which comprises insights on the bubble tea market. The report also includes competitor and regional analysis, and contemporary advancements in the market. the global bubble tea market size was valued at USD 2.8 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 5.02 Billion by 2033, exhibiting a CAGR of 6.13% from 2025-2033. Asia Pacific currently dominates the market in 2024. Rising global popularity, increase in disposable incomes and the rapid urbanization is creating a positive outlook for the market. Health-conscious consumers nowadays favor natural ingredients, while innovative flavors and attractive packaging attract younger demographics. Expanding franchises, cafe culture and social media influence also contribute significantly to the market growth

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Rising Health Consciousness and Demand for Functional Beverages:

The bubble tea market is experiencing substantial growth, largely fueled by the increasing global demand for healthier and functional beverage options. As consumers become more health-conscious, they are actively seeking alternatives to traditional sugary soft drinks. Bubble tea, originally perceived as a sweet treat, is now being innovatively reformulated to cater to wellness-focused audiences. Brands are introducing low-sugar, sugar-free, and plant-based variations, while also incorporating superfoods, organic ingredients, and alternative milk options such as almond, oat, and soy milk. These adaptations not only align with current dietary preferences, including vegan and lactose-free lifestyles, but also tap into the growing functional beverage segment. Additionally, the addition of health-boosting elements like collagen, probiotics, chia seeds, and antioxidant-rich fruit infusions has repositioned bubble tea from a niche indulgence to a viable health-forward beverage. As consumers become more informed about nutritional content and holistic well-being, their choices increasingly reflect a preference for beverages that offer both flavor and function. This dynamic shift in consumer behavior is significantly driving demand and shaping product development strategies in the bubble tea market.

Flavor Innovation and Customization as Key Market Drivers:

One of the most influential dynamics shaping the bubble tea market is the surge in flavor innovation and consumer-driven customization. In a highly competitive and trend-sensitive beverage industry, personalization is not just a value-add but a necessity. Bubble tea brands have been quick to adapt by offering a wide variety of base teas-such as green tea, black tea, oolong, and herbal infusions-along with diverse milk and topping choices. Tapioca pearls, the traditional topping, are now accompanied by popping boba, fruit jellies, aloe vera chunks, cheese foam, and even mochi, providing a textural and visual appeal that enhances the overall experience. Moreover, brands are experimenting with local and seasonal ingredients, international flavor inspirations, and limited-edition offerings that appeal to adventurous consumers and loyal followers alike. Digital ordering platforms and mobile apps have further empowered customers to design their own drinks, choosing everything from sweetness levels to ice content and ingredient combinations. This high degree of personalization not only enhances customer satisfaction and brand engagement but also enables retailers to collect valuable data on flavor preferences and purchasing behavior. As a result, the bubble tea industry continues to thrive on innovation, experimentation, and the ability to keep pace with evolving taste trends.

Global Expansion and Strategic Franchising Models:

The global expansion of the bubble tea market is another pivotal factor contributing to its sustained growth and future potential. Originating in Taiwan, bubble tea has transcended its cultural roots and gained widespread popularity across North America, Europe, the Middle East, and Southeast Asia. This rapid international adoption is largely driven by the strategic use of franchising models, allowing established brands to scale operations efficiently while maintaining product consistency and brand identity. Franchise partnerships provide local market insights, regional supply chain networks, and compliance with regulatory frameworks, facilitating smoother entry into new geographies. Additionally, global marketing campaigns leveraging social media platforms such as Instagram and TikTok have played a significant role in elevating brand visibility and creating viral demand, particularly among Gen Z and millennial consumers. These younger demographics value unique, photogenic, and shareable experiences, making bubble tea an ideal product for social media amplification. Furthermore, as urbanization and cafe culture continue to rise, bubble tea outlets are emerging as trendy lifestyle hubs in metropolitan centers. The market’s international momentum is further strengthened by collaborations with food delivery services, the launch of ready-to-drink bottled options, and pop-up store formats in high-traffic retail locations. This expansion strategy, backed by strong consumer interest and brand loyalty, positions the bubble tea market for sustained growth across both developed and emerging economies.

Leading Key Players Operating in the Bubble Tea Industry:

• Boba Loca USA Inc.

• Bubble Tea Supply

• CoCo Fresh Tea & Juice

• Fanale Drinks

• Fokus Inc

• Huey-Yuhe Enterprise Co. Ltd.

• Kung Fu Tea

• Lollicup USA Inc.

• Quickly Chapel Hill

• Sharetea

• Troika J C Inc

Bubble Tea Market Trends:

The bubble tea market is witnessing dynamic transformation driven by evolving consumer preferences, lifestyle shifts, and industry innovation. One of the most prominent trends is the integration of sustainability into product and packaging design. Brands are increasingly adopting eco-friendly materials such as biodegradable straws, recyclable cups, and plant-based packaging to appeal to environmentally conscious consumers. This move not only addresses the growing concern around single-use plastics but also strengthens brand reputation among audiences who prioritize ethical consumption.

Another significant trend is the digitization of the bubble tea experience. From contactless ordering and delivery apps to loyalty programs and social media campaigns, technology is playing a pivotal role in shaping customer engagement. Augmented reality filters, gamified promotions, and influencer collaborations are further enhancing brand visibility and consumer interaction. Additionally, the fusion of bubble tea with other food categories-such as desserts, cocktails, and bakery items-is opening up new cross-selling opportunities and attracting a wider customer base.

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Bubble Tea Market Report Segmentation:

Breakup by Base Ingredients:

• Black Tea

• Green Tea

• Oolong Tea

• White Tea

Black tea’s deep, robust flavor and familiarity make it the most preferred base ingredient in the bubble tea market, drawing in a broad range of consumers.

Breakup by Flavor:

• Original Flavor

• Coffee Flavor

• Fruit Flavor

• Chocolate Flavor

• Others

Fruit flavors capture the largest segment due to their refreshing and diverse taste profiles, appealing to both health-focused and adventurous drinkers.

Breakup by Component:

• Flavor

• Creamer

• Sweetener

• Liquid

• Tapioca Pearls

• Others

Liquid components dominate as they form the primary base for bubble tea, providing the essential medium for mixing various flavors and toppings.

Breakup by Region:

• North America (United States, Canada)

• Europe (Germany, France, United Kingdom, Italy, Spain, Others)

• Asia Pacific (China, Japan, India, Australia, Indonesia, Korea, Others)

• Latin America (Brazil, Mexico, Others)

• Middle East and Africa (United Arab Emirates, Saudi Arabia, Qatar, Iraq, Other)

Asia Pacific dominates the bubble tea market, driven by its strong cultural heritage and widespread popularity, especially in countries, such as Taiwan, where bubble tea originated, and Thailand. High consumption rates and a continuous demand for new flavors and variations contribute to the region’s significant share in the global market.

Key Highlights of the Report:

• Market Performance

• Market Outlook

• Porter’s Five Forces Analysis

• Market Drivers and Success Factors

• SWOT Analysis

• Value Chain

• Comprehensive Mapping of the Competitive Landscape

Contact Us:

IMARC Group

134 N 4th St. Brooklyn, NY 11249, USA

Email: sales@imarcgroup.com

Tel No:(D) +91 120 433 0800

United States: +1-631-791-1145

About Us:

IMARC Group is a leading market research company that offers management strategy and market research worldwide. We partner with clients in all sectors and regions to identify their highest-value opportunities, address their most critical challenges, and transform their businesses.

IMARC’s information products include major market, scientific, economic and technological developments for business leaders in pharmaceutical, industrial, and high technology organizations. Market forecasts and industry analysis for biotechnology, advanced materials, pharmaceuticals, food and beverage, travel and tourism, nanotechnology and novel processing methods are at the top of the company’s expertise.

This release was published on openPR.