Instacart, the online grocery platform in North America, announced an expansion to its Instacart Ads Initiative, committing up to $1 million to amplify women-owned consumer packaged goods (CPG) brands within the Instacart Marketplace.
One of the companies participating in the new Instacart initiative includes a notable tea company, Twrl Milk Tea.
The Instacart Ads Initiative is designed to support historically underrepresented, emerging brands directly within the Instacart Marketplace by leveraging the company's advertising products.
Instacart Ads currently offers self-service and managed ad services for more than 5,000 CPG brands of all sizes, helping them connect with customers in the digital aisles while online grocery shopping.
“I'm so glad to see Instacart taking an actionable step to invest in the work women are doing in the food and beverage industry, from designing innovative products to creating delicious and healthy alternatives for favorite family recipes,” said Pauline Ang, founder and CEO of Twrl Milk Tea. “At Twrl Milk Tea, we're focused on doing just that, using quality, ethically sourced ingredients to create a healthy and delicious version of a quintessential beverage drawn from our Asian heritage. We're looking forward to partnering with Instacart to amplify this work.”
Olivia Chen, co-founder and CMO of Twrl Milk Tea, said, “As a Taiwanese American, I grew up learning to make traditional milk tea with my aunt and cousins. Building Twrl Milk Tea, a modern plant-based better-for-you option, has brought me closer to my family and culture. We're excited to share the flavors of our culture in a format that resonates with our values, without compromising health.”
Chen noted that in addition to their product – designed by two busy moms to work for families on the go – one of their priorities at Twrl Milk Tea is a commitment to supporting their community, especially AAPI and women-centered groups. “We're so excited to join Instacart in this initiative to lift up women-owned brands across the industry,” said Chen.
A San Francisco-based business that was established in 2021, Twrl Milk Tea is a plant-based milk tea. Using ethically sourced, organic fair-trade tea, climate-friendly pea milk, and nitro-infusion for a smooth and creamy taste, Twrl is promoted as the “perfect coffee alternative." With only 45 calories and 6g of sugar per can, Twrl was rated “Highly Recommended” by Bon Appetit.
Supporting Emerging, Women-Owned Brands
“In time to celebrate and honor Women's History Month, we're proud to launch the second wave of our Instacart Ads Initiative focused on driving growth for women-owned brands in the digital aisles,” said Ali Miller, head of ads product at Instacart.
Milled added, “With our Ads Initiative, we are supporting emerging brands by providing onboarding support, sharing campaign optimization best practices, and offering the opportunity to connect with and inspire new and existing customers on Instacart. Our goal is to continue to identify and amplify more women entrepreneurs and brands with Instacart Ads to help them drive discovery and business growth.”
With this adverting campaign expansion, the Instacart Ads Initiative now offers emerging, women-owned CPG brands the opportunity to reach a broader audience in the digital aisles with prominent advertising placement among millions of items available from the more than 700 national, regional and local retailers featured on the Instacart Marketplace.
Beginning in April, eligible brands will receive free Instacart Ads credits to use with the company's flagship sponsored product offering throughout 2022.
The new Instacart Ads Initiative launched last year with a commitment of up to $1 million to support digital advertising for Black-owned CPG brands on Instacart. Since then, Black-owned CPG brands from across the country have leveraged the Initiative to drive their business growth through sales and category share on Instacart, and the program is continuing into 2022.
Instacart Ads offers a full suite of advertising products. The company’s sponsored product offering, coupled with the new brand pages and suite of display products, equips brands on the Instacart Marketplace with full-funnel marketing capabilities with consumer insights, scale and reach.
Instacart also partners with industry-leading API partners that have built campaign management and optimization applications leveraging the Instacart Ads API.
The Instacart Ads Initiative also builds on the company's ongoing commitment to prioritize diversity, equity, and belonging.
To apply to participate in the Instacart Ads Initiative, visit ads.instacart.com.
To learn more about Twrl Milk Tea, visit TwrlMilkTea.com.
Plan to Attend or Participate in the
World Tea Conference + Expo, March 21-23, 2022
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend the World Tea Conference + Expo, March 21-23, 2022. The event will be celebrating its 20th anniversary, in addition to being co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
To book your sponsorship or exhibit space at next year’s World Tea Conference + Expo, contact:
Veronica Gonnello
(for companies A to G)
e: [email protected]
p: 212-895-8244
Tim Schultz
(for companies H to Q)
e: [email protected]
p: (917) 258-8589
Fadi Alsayegh
(for companies R to Z)
e: [email protected]
p: 917-258-5174
Also, be sure to stay connected with the World Tea Conference + Expo on social media, for details and insights about the event. Follow us on Twitter, Facebook, Instagram and LinkedIn.