A new brand of teas with their roots in the trendy Danish concept of ‘hygge’ have been launched in the UK.
Hoogly tea is a range of natural and ethically sourced green, white and black teas, as well as herbal infusions and oolong. The range contains some unique blends and unusual flavours, including chocolate brownie, rhubarb and vanilla and apple strudel.
The blends are all personally developed by Danish tea enthusiast Tina Gloggengieser and draw on the central themes of hygge: togetherness, food and celebration. They include Around the Fire black tea – a combination of smoky tea leaves, warming spices, safflower and crushed chilli; Baked Apple chai, with its base of Mellow Sri Lankan tea and apple, ginger, cinnamon and cloves; plus Sparkling White – a Chinese white tea with apple, lemongrass, elderflower and rose hip.
Gloggengieser said: “Hygge can be loosely translated as a year-round feeling of warmth, wellbeing and cosiness. Central to hygge living is tea, with its ability to bring comfort and a sense of wellbeing.”
Denmark is consistently rated as one of the happiest countries in the world, and their love of hygge is frequently cited as one of the reasons for this. The Happiness Research Institute ran a survey among Danes to find out what they most associate hygge with, and hot drinks took first place.
Hoogly teas are blended and packed in the UK, ethically sourced and fairly traded. The biodegradable tea pyramids are Soil Association-certified.
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