US brand Good Earth has introduced a range of fruit and herbal teas and 100% organic kombucha onto the UK market aimed at younger, health-aware and planet-savvy consumers as well as those looking to reduce their alcohol intake.
The brand’s eight-strong range of biodegradable tea bags comes in packs of 15 and comprises: Bold English Breakfast; Cloud Mist Green Tea; Moroccan Mint; Creme Earl Grey; Ginger, Turmeric & Lemon; Hibiscus, Rose & Sweet Berries; Tropical Mango & Moringa; and Rooibos Chai
The Bold English Breakfast, Cloud Mist Green Tea, Creme Earl Grey and Rooibos Chai varieties are also available as loose teas in 60g packs. All the teas are ethically and sustainably sourced.
The three kombuchas are available in Original, Ginger and Pomegranate & Blueberry variants.
“This is a bold and ambitious launch,” says Sinead McAleese, marketing director of brand owner Tata Consumer Products. “These are popular drinks sectors for younger and health-aware shoppers and Good Earth is a vibrant, planet-friendly brand with upbeat standout appeal. Add to that on-trend ingredients and a rich pipeline of more to come, it’s exactly what’s needed to perk up tea and draw in younger drinkers.”
All packaging is recyclable or 100% biodegradable and the brand donates the equivalent of 1% of gross sales to environmental non-profit causes through the 1% for the Planet initiative.
The launch is being supported by a £3 million programme of PR activity, and a range of disruptive marketing materials from entrance banners, aisle fins, FSDUs and tailored on-shelf media is available to retailers.