But issues of globalization aside, we have concluded, during these marketing jam sessions, that part of the reason for the slow, too-slow
development of the bubble tea market in the United States and North America, is also the nature of tapioca pearls. Specifically,
it seems that tapioca pearls have gotten a bad reputation among North Americans
who grew up with the dreaded tapioca pudding.
Asians, on the other hand, seem more comfortable and familiar with tapioca. Tapioca pearls,
of various sizes, are key ingredients in a lot of Asian desserts, from Malaysian dessert ice bowls to the Filipino schoolkid favourite drink
of "sago gulaman," where small tapioca pearls and black grass jelly
are added to a mixture of sweetened water. To this drink evaporated or condensed milk is sometimes added, a beverage we can perhaps figure
as a precursor of bubble tea and definitely a sign of good things to
come.
We sat there thinking of how to present tapioca pearls in a more
flattering light. We sat there looking and we had to admit that we understand why some people would have some resistance to tapioca
pearls -- the black tapioca pearls, especially, because they look like, as many have commented,
"frog's eyes" or "fish eyes." We of course didn't see the tapioca pearls as any sort of optical
instrument for our amphibious friends. When we look at tapioca pearls, we see
black, gleaming balls of delicious chewing fun. Some have even called the look of freshly-cooked black tapioca
pearls "seductive" -- we wouldn't say that, but hey, beauty is in the eye of the beholder.
So we were back to square one. Finally, we went back to "sago
gulaman," and thought about how those two elements function in that
one drink -- and eureka! Although perhaps not as sexy and seductive as another name, the Bruce&Clark sales and marketing reps
have decided to christen and categorize tapioca pearls as "texture
components."
Tapioca pearls (or coconut jelly or gulaman) provide textural difference to the drink. Instead of just taking down
liquid, the beverage drinker now has something to chew on -- and the result is one interesting beverage experience.
next section: The Nature of Tapioca
Pearls »
