Unilever has debuted a new brand of tea called Pure Leaf in the UK, including two loose-leaf variants and eight pyramid tea bags.
The ethically sourced range all boasts a single origin, sourced from Rainforest Alliance estates in some of the world’s most renowned tea-growing regions including India, Kenya, Indonesia and Sri Lanka. Picked at peak freshness, the tea is displayed in transparent packaging that Unilever suggested would help drive consumer trust while ensuring that the main focus was on the quality of the teas themselves.
Flavours include black tea with vanilla and black tea with berries, green tea with mint and green tea with jasmine, plus chai, English breakfast tea and two loose-leaf teas – Himalayan darjeeling and Earl Grey.
The ethically sourced range will be supported with a £2 million marketing investment across PR, digital and sampling when it launches tomorrow.
Unilever Pure Leaf brand manager Nisha Singadia said: “We know that Britain is a nation of tea lovers and there is a growing trend for speciality and herbal teas. We are aiming to capitalise on this opportunity with the launch of Pure Leaf. The delicious new range has been expertly crafted to deliver a genuine tea-drinking experience so consumers can enjoy the taste of pure tea.
“With ten delicious flavours available, there’s a flavour to suit a range of tastes – from your classic English breakfast tea to our signature black tea with vanilla flavour, which combines black assam leaves with Madagasacan vanilla and bright marigold petals.”
Each new Pure Leaf flavour has a recommended price of £3.99 for a jar of 16 teabags or and £5.99 for a jar of loose-leaf.
It will join the rest of Unilever’s tea portfolio, which also includes the flagship PG Tips brand.
© FoodBev Media Ltd 2024