Fruit and Herbal Teas often look and sound good but the taste disappoints, retailers and consumers describe it as weak and insipid, as a result taste expectations of the category are low. In other F&B categories like beer, chocolate and milk, new brands have challenged the established leaders and shaken things up, adding colour, creativity, and a bit of attitude to provide something better and raise the bar.

Britain is a nation of tea lovers, and there’s a new kind of herbal tea drinker who is seeking out new brands that offer new taste experiences. They are less price sensitive, willing to pay for genuine quality, preferring purpose driven brands that are responsible and don’t cut corners. More importantly they are Flavour Heads, that’s what they live for, and that’s what drives them.

We’re going to turn tea on its head to get flavour explorers to realise that better tea is out there. Shaking things up by bringing energy, colour, and a bit of attitude to a market full of similar interchangeable brands and products. Taste is everything - it’s in everything we do – it oozes from our colourful vivid design, in the whole ingredients in our products, the aroma when you open the natural flavour sealing bag, the liquid as the flavour flows from the bag, and of course when you drink it. We’re fighting against the bland and ordinary, by waking up taste buds and inspiring flavour discovery.