a proper cup of tea. our cup of tea we believe tea should be. that’s why our leaves are always...
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A Proper Cup of Tea
Our Cup of Tea
We believe tea should be. That’s why
our leaves are always rolled, not cut,
preserving flavour and leaving
nowhere for anything else to hide. This
means you get loads of proper leaves,
no dust, and an altogether tastier cup
of tea.
100% TeaWe believe you need to be quite particular when making the perfect brew. You wouldn’t buy a wine that simply said grapes on the label, but often you’ll
see an ingredients list that just says 100% Tea. We source all of our teas from countries and producers that we believe are best in class. We then stick it
proudly on the box so you know exactly what you're drinking.
A Proper Cup of Tea
Rather than inundate our tea drinkers
with endless choices of blends, we
prefer the less is more adage, placing
a great deal of emphasis on a Proper
Cup of Tea.
You can see this in everything we do,
from our rolled whole leaves and our
fuller tea bags, right through to our on
pack preparation guidance for
customers.
What’s In Your Bag?Not all tea bags are created equal. Some have more tea, some have less. Some contain lovely whole leaf tea while others contain sweepings.
The good news for you is that not only do our bags contain the best rolled whole leaf tea around, you also get more leaves in each bag.
English Breakfast
It all starts with the nation’s favourite
cup of tea. Often overlooked by whole
leaf and speciality tea companies,
English Breakfast is our most important
blend and the anchor of our range.
By focusing on blending the best cup of
tea we can, we encourage our drinkers
to trade up, making a permanent
switch to whole leaf tea, rather than
seeing it as an occasional treat.
Tastes Like It SmellsWe take the same approach with our fruit as we do with our tea. When coming up with our Fruit Punch we avoided processed fruit dust and steered clear
of artificial flavour granules too. We plumped for the chunkiest pieces of fruit we could find, no artificial flavours, and naturally we crammed more into
each bag. So, when given 5 minutes to work its magic, our Fruit Punch tastes exactly like it smells – fruity.
Not All Bags Are Equal
Our tea bags contain up to 50% more
tea per bag than other whole leaf tea
bags, delivering a better taste.
We are one of the only companies to
use only rolled whole leaf tea.
Emphasis on perfect preparation
and knowledge – communicated on
pack.
More Leaf, Less of Everything ElseThe tea found in bags of the past has been cut and chopped to a uniform dust. Meaning you don't get the best leaves and tasteless nasties like stalk
can hide away unnoticed. Our leaves are rolled, not cut, preserving flavour and leaving nowhere for anything else to hide. Most importantly you get
more leaf, less filler and an altogether tastier cup of tea.
Some Figures
Habits are changing, younger folks are
less likely to drink tea, but more likely to
drink speciality, herbal and fruit teas – a
market experiencing rapid growth.
Existing brands are failing to resonate
with younger consumers or to offer
premium tea alternatives.
This change presents a great
opportunity as customers are on the
lookout for opportunities to trade up
opportunities.
The New The Old
Typical Age (1) 15 – 34 65+
% Drinking Tea (1) 73% 88%
% Drinking All Of: (1)
- Standard Black - Speciality- Herbal/Fruit
34% 18%
25-34yrsBiggest users of loose tea.
Some Of Our Customers
There’s Something In The Water“It’s bitter but I drink it because it’s healthy” is what most green tea drinkers say. Controversial it may be, but we love
green tea because it’s tasty. We use only rolled whole leaf, meaning it’s got more of the good stuff inside, and we cool our
water before brewing for a smoother cup of tea - 1/4 cool to 3/4 boiling and you're good to go.
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