Iced tea brand Virtue has secured its first national grocery listing with online supermarket Ocado, less than a year after launching.
The brand was launched nine months ago and produces a two-flavour range of naturally low-calorie iced teas, enriched with vitamins and minerals. Free from refined sugars, it is available in lemon, and strawberry and peach varieties, packaged in 330ml slimline cans with a recommended retail price of £1.35.
Conceived as a natural and “better-for-you” alternative to sugar-laden soft drinks, Virtue’s first national listing coincides with a 19% year-on-year increase in the UK iced tea market. Now worth more than £19m, the segment is anticipated to grow further to £31m by 2019.
Virtue founder Rahi Daneshmand said: “The brand has generated high levels of interest with consumers, with over 14,000 followers across social media. In addition to online marketing, the brand is running sampling campaigns and has benefitted from online fans and celebrities driving awareness.
“The Ocado deal will increase accessibility to the drinks which are already stocked in Planet Organic, WH Smith Travel, Whistlestop, Camden Food Co and independent retailers. The brand is also exporting to Europe and the Middle East.”
© FoodBev Media Ltd 2024