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.