To preserve quality, local and national tasting competitions are carried out regularly, and the list of the year’s ten cups ranking on top is published every year. These famous teas called ming cha are exclusive and very expensive, they are highly appreciated by the home market and the over-seas Chinese diaspora, and are making strides in attracting Western tea fans. There are premium cups from both the oolong tea and the white tea categories that appear on the ‘ming cha’ list every year, without exception.

It’s noteworthy that today, in China, there are also oolong and white teas that are grown in non traditional areas, mostly newly developed cultivars, which do not have an origin territory appellation and are therefore considerably cheaper and more accessible for non-Chinese customers. It should also be noted that the manufacturing skills and some of the more recent plant varietals have been introduced outside China, namely in Vietnam, Indonesia, India, and also in some East African countries, among others, where certain tea gardens have begun producing some oolong and white teas.

The vicinity between China and Taiwan, with many tea farmers having crossed the Taiwan strait in the 18th and 19th centuries, taking their tea bushes with them on their boats, and since then developed a thriving and extremely premium high mountain and coastal oolong tea production. Based on their continental China heritage and also newly developed cross bred varietals by the intensely active Taiwanese Tea and Beverage Research Station (TTBRS) in Nantou County, these exclusive Oolong tea cups are rivalling fully with those of China’s Fujian province.

3 Taiwan A li shan high mountain oolong tea. Credit: Barbara Dufrêne

The Complex Oolong Tea Category

All tea experts and tea lovers agree that this tea family is extremely complex, because of the incredible number of cultivars, each with unique flavour characteristics, a statement fully supported by French veteran tea experts, Katrin Rougeventre and Vivien Messavant, aka Zhong Yun Jing. The various manufacturing processes are often still carried out by family tea masters applying the wisdom of many generations. All this input generates an unbelievable amount of leaf shapes cup colours and, most importantly, endless shades of fragrance and aromas, ranging from warm and comforting to mineral and
metallic, offering many different flowery, fruity, spicy and woody notes.

This tea category was reintroduced to the Western markets at the beginning of the millennium and was so different from the well-established green and black teas, with its semi oxidised leaf, that they had to be named first.
Some called them ‘blue-green’, or qing cha and finally the denomination ‘oolong or wulong’, meaning ‘black dragon’ spread and was commonly adopted, with reference to the black and twisted leaf of the deeply oxidised Fujian rock teas. The many different bush varietals harvested in continental China and in Taiwan are genuine to the local lands, to which research has added on more through cross-breeding.

These many cultivars and varietals are grown in several oolong territories, all with their specific origin appellation, namely in Fujian and Guangdong province and in Taiwan’s Central Mountain range and coastal plains.

Additional quality criteria add on more specificity, such as the premium plucking time and picking way and the manufacturing process, with either ball shape rolled or twisted leaf and either low, medium or high oxidation.

Oolong teas can be stored and the aged teas of 20 to 25 years will then be basket toasted again to
bring out their wide range of delicious fragrance and taste notes. Because oolong teas require so much input and have such an intense richness of flavour notes, their brewing has been made into a
ceremonious ritual called gongfu cha, translated into “take your time to brew this state of the art cup” with a set of pots, cups, trays and other tools to serve the outstanding cups.

The best known and sought after heritage oolong teas from China are the low oxidised Tie Guan Yin from Anxi, South Fujian. The premium harvest is picked during the first half of October, whilst for all other oolongs the spring picks are the best – the leaves are tightly rolled into blue greenish pearls that infuse with intense flowery fragrance with notes of lilac and osmanthus. The deeply oxidised Wuyi Shan Rock teas are from Northern Fujian, with Da Hong Pao, Rou Gui, Shui Xian and others offering intensely fragrant cups with fruity and roasted notes with hints of caramel, brown sugar, cinnamon. The medium
oxidised Feng Huang Dancong from Guangdong’s Phenix Mountains, with intensely fragrant cups
offering notes of honey, orchids, gardenia, osmanthus, ginger flower, and magnolia, have big leaves and are harvested from specific single tea trees, very dear and rare cups indeed. According to Chinese statistics, oolong teas represent over 12 percent of the global production, which had a volume of around 382,000metric tonnes (mt ) in 2022.

The most famous oolong teas from Taiwan, initially brought over from Fujian but were then cross-bred and with local processing ways, fall into two main categories: the green or jade oolongs and the dark oolongs. The green or jade oolongs ,which are the low oxidised types such as the Milky Oolong or Nai Xiang Xin Juan, are highly appreciated for their creamy, buttery flavour, the Dong Ding Oolongs grown near Taipei, and the high mountain teas from Central Taiwan’s Nantou Province, namely from Ali Shan and Li Shan with their exclusive and costly frost teas that are picked bet ween November and January,
which are then delivered – in small parcels – to awaiting list of avid tea lovers. The dark oolongs, namely the high oxidised Dongfang Meiren or Oriental Beauty, are grown near Taipei.

According to International Tea Committee data, Taiwan’s 2022 total tea out put amounted to 14,000mt , with a share for oolong teas that were estimated to stand at around 75 percent and which are currently intensely promoted on international level with significant support from the government.

White Teas: A ‘Newer’ Category

Originating from China’s Fujian province, where the Da Bai and Bai Hao tea bush varietals grow as a local land race, t hes e elegant whit e buds and leaves were relaunched in the Western markets in the early 2000s . Their unbruised immaculate leaves, their reputation for high anti-oxidant effects, and the easy ways of brewing them without any fuss immediately fascinated consumers who jumped at the cup and wanted to learn more about it . This fascination has given rise to more authenticity controls because other producing countries did invest to master the manufacturing process, without necessarily being able to produce comparable cup quality.

As China wanted to protect these exclusive teas, which represent only about one percent of its tea production volume, an ISO Technical Report developed the basic definition and processing requirements in 2013. There are two main white tea terroirs in Fujian, around Fuding City and around Zhenghe City, both mountainous areas , which have started to intensely promote the white teas in recent years and to extend the cultivation surf ace. During the first International White Tea Conference that was convened in Fuding in December 2023,many Chinese tea experts presented their findings concerning tea research, tea and health, export facilities, protected geographical indication rules and more, all geared to the key target : how to enhance foreign markets’ awareness about the goodness of white teas and to make them keen to buy more.

Much clarification was provided about the cultivars, their characteristics and the three main quality grades:
• Early Spring: bud only harvest, called Yin Zhen (Silver Needle 4);
• Late Spring: more mature, one bud and two or three leaves, the still whitish Bai Mudan (White Peony);
• Summer Harvest: no more white down on the leaf, and no more buds, traded as Gung Mei and Shou Mei (Tribute and Longevity Eyebrow).

All grades are sought after in the home market, mainly for their reported health benefits and physiological effects, such as powerful antioxidant properties, antiviral and detoxifying effects, relief from fever, highly refreshing and relaxing during the hot tropical summer times.

Widely acknowledged in China, these reported health benefits come from the high polyphenol and theanine concentration in this rich plant material, which has undergone a soft processing that has not bruised the leaf and not broken up the cell walls, but allowed the leaves to wither for several days in the sun, thus also preserving their silvery downy coat, which makes up their elegant and unusual look.

These teas need a longer brewing time in order to extract all the flavours and juices – ten minutes
or more. They can be stored over years and their enzymes will allow the leaves to slowly continue
to mature, which is an additional bonus.

With their wide range of cups, from the premium origins to more accessible untraditional growing areas, consumers can discover these outstanding teas step by step, indulging in these gently boosting and truly soothing brews for everyday consumption and moments of sharing. Be it in or out-of-home, both oolong and white teas will provide highly pleasant moments of leisure and wellbeing, as well as offering the opportunity to become more knowledgeable about quality details, product botanicals, tea garden geographies and cultural tea brewing accessories.

The post Exploring China’s Prized Oolong and Lesser Known White Teas appeared first on Tea & Coffee Trade Journal.

The Global Tea Championship is designed to identify and reward the highest quality teas from around the globe. The competition features a wide range of categories, including:

Award Categories: Tea

Grand prize award for “Overall best tea”

Superior leaf award for “Best leaf appearance” in each tea type

• White
• Green
• Oolong
• Black
• Puerh

Superior liquor award for “Best cup character” in each tea type

• White
• Green
• Oolong
• Black
• Puerh

Premium award for “Best Tea” in each tea type

• White
• Green
•  Steamed
• Pan fired
• Oolong
• Long Oxidised
• Short Oxidised
• Black
•  Orthodox
• CTC
• Puerh
•  Sheng
• Shou

  Honourable mention award for the most Innovative tea

• Origin Awards
• Certificates for the best tea from each producing origin

Award Categories: Matcha

Grand prize award for “Overall best matcha”

Superior leaf award for “Best leaf appearance”

Superior liquor award  for “Best cup character”

Premium award for “Best matcha” in each tea type

• Ceremonial
• Culinary
• Honourable mention award for the most Innovative tea
• Origin awards
• Certificates for the best tea from each producing origin

Winning a Global Tea Championship award offers industry recognition and helps brands establish themselves as leaders in the competitive global tea market.

“As we open submissions for the 2025 World Tea Expo Global Tea Championship, we are reminded of the importance of recognising and celebrating the incredible diversity and quality within the global tea community,” said Tim McLucas, vice president of the hospitality group at Questex. “This competition not only honours excellence in tea production but also brings together a community of passionate professionals dedicated to advancing the tea industry. We look forward to discovering and celebrating the outstanding teas that will set the standard for quality and innovation in the coming year.”

Award winners will be announced at World Tea Expo which takes place March 24-26, 2025 in Las Vegas, NV.

For more information on submission guidelines, categories, and how to enter, click here.

The post Submissions now open for World Tea Expo Global Tea Championship 2025 appeared first on Tea & Coffee Trade Journal.

Lemon Honey Drop is a caffeine-free herbal tea that combines lemon and honey with 10% daily value of vitamin C in every cup. This citrusy brew blends the subtle flavours of honey with sweet and tangy notes reminiscent of candied lemon, providing a bright, uplifting experience any time of day.

Sleepytime Biotin Beauty Rest is the latest innovation in Celestial Seasoning’s long-standing fan favourite Sleepytime lineup. This caffeine-free herbal tea features the beloved Sleepytime blend with added biotin (vitamin B7) to complement consumers’ self-care routines.

“We are thrilled to announce the expansion of the Celestial Seasonings tea line with two new products that provide not only uncompromising exceptional flavour but also include ingredients and functional benefits that help support a healthy lifestyle,” said Emily Rosen, marketing director at Hain Celestial Group. “Our latest blends round out our already extensive portfolio of bagged tea offerings, so whether you’re looking for a cozy caffeine-free herbal tea or a fruit-forward blend that tastes great even over ice, we’ve got something for everyone.”

Celestial Seasonings teas are available at retailers nationwide including Amazon, Kroger, and Walmart, among others. Lemon Honey Drop retails for USD $3.59, and Sleepytime Biotin Beauty Rest retails for $4.99. For the full product portfolio and for more information on Celestial Seasonings, visit celestialseasonings.com.

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Key Highlights and Award Winners

Taiwan was the standout region of 2024, winning the highest number of awards overall with eight Gold and 10 Highly Commended winning teas. Taiwanese teas proved their excellence in various categories, with LuYu Tea Garden taking home the highly coveted Best in Black award for their exceptional black tea, which wowed judges with its depth and balanced flavour.

Japan once again took centre stage with Yame Tea Kumaen earning the prestigious Best in Show title for the second year. Their matcha saemidori astonished the judges with its sweet and creamy flavour and long-lasting smoothness. Japanese teas earned 16 Awards in total, including six Gold and 10 Highly Commended. Notably, Teaste it, an Italian-Japanese tea company, impressed the judges with their innovative Moka-cha, a matcha prepared in a traditional coffee moka pot.

Islington-based Japanese tea retailer Katsute claimed the most awards for any single retailer, receiving accolades for their premium matcha, gyokuro, and genmaicha teas. In India, Jay Shree Tea won the most awards of any single company. They were recognised with two Gold awards, including one for their experimental Steamed and Panned Darjeeling, along with three Highly Commended teas. Sri Lanka also earned seven awards overall, with high quality Ceylon teas demonstrating the region’s continued excellence in the global tea market.

China contributed some standout teas including Sichuan Emei-shan Zhuyeqing Tea’s scented jasmine, which was recognized not only for its superb quality but also for its artistry in tea making. Sichuan Emei-shan Zhuyeqing Tea was also honoured with The Leafies Pioneer Special Award for their impressive contributions to the industry. The Nepali tea community was also recognized this year, with Sandakphu and Nepal Tea Collective both winning Gold awards for their exceptional teas, highlighting Nepal’s growing prominence in the global tea industry.

New Categories and Innovative Teas

For the first time, The Leafies introduced a “Fruit and Herbal Infusions” category, which saw two extraordinary entries from Quinta de Soalheiro of Portugal. Their Lemon Verbena and Chocolate Mint infusions received glowing praise from the judging panel.

This year also marked significant recognition for retailers, with products like Birchall’s Great Rift Breakfast Blend and Copenhagen Sparkling Tea’s Jasmine, Darjeeling, Chamomile tea winning awards.

Commitment to Sustainability and Social Impact

An ongoing commitment from The Leafies to celebrate trail blazing tea companies in areas such as environmental stewardship, community empowerment, innovation and education is represented through a selection of special awards,with winners including the women-owned cooperative Kazi Yetuin Tanzania and Kaley Tea in Sri Lanka for its impressive sustainability initiatives.

The post The Leafies 2024: celebrating excellence at the International Tea Awards appeared first on Tea & Coffee Trade Journal.

With a commitment to delivering the perfect cup of tea, these expertly crafted blends feature quality-sourced and trending ingredient, butterfly pea flower. Each caffeine-free herbal tea offers a vibrant colour and delicious flavour, making every cup a beautiful tea drinking experience.

Bigelow Tea Butterfly Pea Flower Vanilla Midnight

Vanilla Midnight Herbal Tea is a soothing blend of butterfly pea flower, cinnamon, natural vanilla flavours, and other comforting ingredients. This caffeine-free herbal tea is reminiscent of the tranquillity of the quiet hours of the day and offers a dark blue brew and a sweet herbal floral aroma. Perfect for winding down after a long day, each cup provides a smooth, sweet, earthy flavour that elevates one’s mood and creates a serene experience. Take one sip and begin your mindful journey!

Bigelow Tea Butterfly Pea Flower Sapphire Bay

Sapphire Bay Herbal Tea transports the tea drinker to a tropical paradise with its blend of butterfly pea flower, passionflower, pineapple, mango, and other ingredients. This caffeine-free herbal tea brews to a deep purple-blue, exuding fruit aromas and robust, sweet flavours that make every sip a delightful island escape.

“I’m so excited to share our newest blends, Bigelow Butterfly Pea Flower Sapphire Bay and Vanilla Midnight,” said Cindi Bigelow, president and CEO of the family- and woman-owned Bigelow Tea. “These premium herbal teas feature the amazing and magical butterfly pea flower, delicate blossoms carefully sourced from a small woman owned farm in Thailand. I was so fortunate to visit one of these gardens not so long ago. It was so impactful to experience these breath taking gardens first hand and up close. The flower itself is exquisite and naturally vibrant in colour, offering an enchanting experience that’s as beautiful and delicious as it is healthy. This is what I call the ‘power of blue!’ In an exclusive partnership with our friends at Walmart, we have crafted these premium teas to nurture the mind, body, and spirit. It is my hope that tea lovers everywhere will get to experience each captivating and relaxing blend.”

Available exclusively at select Walmart stores and Walmart.com.

The post Bigelow Tea introduces Butterfly Pea Flower Sapphire Bay and Vanilla Midnight herbal teas appeared first on Tea & Coffee Trade Journal.

Four flavours of Clipper Tea’s everyday line are hitting shelves at over 1,600 Albertsons banner stores, including Acme, Safeway and Vons: Organic Decaf Black Tea, Organic Lemon & Ginger Herbal Tea, Organic Snore & Peace Chamomile & Lavender Herbal Tea and Organic Orange & Turmeric Herbal Tea.

Sprouts Farmers Market stores are now carrying four flavours from Clipper Tea’s existing portfolio: Organic Lemon & Ginger Herbal Tea, Organic English Breakfast Black Tea, Organic Mint Herbal Tea and Organic Snore & Peace Chamomile & Lavender Herbal Tea.

These new retail partnerships cap off a year of significant growth and innovation for Clipper Tea as the brand has grown 273% in value since 2023 according to recent Nielsen data. In February, the brand announced the addition of two new flavours to its US lineup – Organic Spicy Chai Herbal Tea and Organic Mint Herbal Tea – along with expanded distribution in retailers such as MOM’s Organic Market and Dave’s Fresh Marketplace, joining existing retail partners including Giant Food Stores and Town & Country Markets.

As the demand for organically grown tea continues to increase, specifically by a forecasted CAGR of 11.2% until 2027, due to the growing perception that clean-label products are safe and healthy, Clipper Tea’s commitment to making tea that is good for people and good for the planet uniquely positions the company to appeal to US consumers looking for organic premium teas that are sourced ethically and feature bold, 100% natural flavours. Additionally, younger generations have taken an interest in tea, with at least 87% of millennials that drink tea.

The Clipper Tea ‘tea guys’, Dan and James, travel the world in search of the finest tea gardens in Africa, India and Sri Lanka, carefully selecting and blending teas from different origins, each with unique characteristics influenced by the soil and climate. All flavors are blended and packed in Dorset, England, the same place as when the brand started 40 years ago, to create distinct, bright and bold flavor profiles.

2024 also marks the 40th anniversary for the brand, which has been a pioneer in ethical, sustainable tea production, purchasing Fairtrade certified green and black teas and Clipper Tea is Fairtrade’s first and longest-standing tea partner, leading the global market in Fairtrade tea sales and contributing over USD $7 million in Fairtrade Premiums. By supporting Fairtrade, Clipper Tea ensures farmers receive fair prices, fostering community development and strengthening resilience to climate change. Clipper Tea also uses plastic-free, plant-based, biodegradable, unbleached and non-GMO tea bags, along with recyclable and biodegradable individual tea bag envelopes packaged in recyclable boxes.

US shoppers can find Clipper Tea for purchase in retailers across the country and on Amazon.

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There are, however, some extensions into the subtropics and some tea gardens even pushing further into the temperate climate zone, such as the hilly area around Rize in Turkey; the prefecture of Saitama, north of Tokyo, in Japan; the Black Sea slopes of Georgia; the Azore Islands as Portugal’s outpost in the Atlantic; and also the recently developed tea estates in continental Europe and in the UK.

In the ancient and long-established tea producing countries like China, Laos, and Burma, where tea has been grown for millenaries, and for centuries in Japan, Korea, India, and for decades in East-Africa, Sri Lanka, and Indonesia, etc, the tea gardens were set up in areas that were well-suited for weather patterns, which allowed them to thrive after a period of rest and replenishment or after the rains. Although unforeseen weather events did occasionally occur, these remained exceptional and were usually compensated for by improved harvesting in the weeks after.

In recent and untraditional locations, the tea bush varieties that prosper have been able to adjust their agricultural requirements to the specific local climate and topography, and hence, gradually fit into growing conditions that allow to develop a valid tea economy, thus demonstrating proudly how flexible and resilient tea can be as a pioneer crop.

The growing awareness about the green house effect, the temperature calculations creating the fear of global warming, and the ever-increasing frequency of formerly unusual weather incidents, like torrential rains, sudden cold spells, long dry spells, delayed monsoon rains, and warm winters etc, have generated a need for stock taking. This first step intends to investigate ways and means to adapt, cope and respond to the adverse effects of climate change. Whilst tea farmers are used to adjusting their
ways every year according to the ups and downs of the weather, these fluctuations have become
more erratic, more intense and more frequent recently, generating concern about the short term outlook, fearing that the traditional seasonal patterns will no longer occur in a reliable way.

Considering Possible Adjustments

Since the concerns are caused by the manifold incidents of abnormal weather due to climate changes, the impacts of such unorthodox weather on tea cultivation are under close scrutiny. Whilst these meteorological incidents vary greatly from one tea region to another, they all result in adverse effects on volume and quality, and of course, on producer income and livelihood, which is particularly dramatic in
smallholder villages, where tea is often the main cash crop, namely in China, India, Kenya, and Indonesia, but also in other countries.

Professor Han Wenyan, from the Chinese Tea Research Institute in Hangzhou, underlines that the high temperatures and long-lasting draughts during the summer may finally result in a shifting of the southern tea growing areas to higher altitudes and higher latitudes, moving towards the subtropical climate zone. China is furthermore actively developing more heat resistant cultivars. The torrential rains that hit Assam in 2022 produced such an intense proliferation of pests attacking the leaves, that the bushes were severely damaged down to root systems, which most adversely affected the harvest. In Kenya’s high altitude tea-growing areas, the occurrence of unusual and long lasting cold spells, that resulted in frostbite and made the leaves unfit for harvesting, spurred research into creating more resilient and cold
resistant varietals.

Florent Weugue, a French premium tea retailer, who operates in Tokyo, Japan, underlines that warmish winters are one of the major problems in Japan: the Chinese tea varietals, which are grown here need four cold months of dormancy, which allow them to replenish their stock of nutrients from the soil, in order to flush with the arrival of warmer temperatures in the spring. Without a true cold season this does not happen and the result is that the bushes produce less buds and the leaves are lacking flavour intensity, which becomes highly detrimental to harvesting volume and to cup quality.

If there is enough space available, moving the tea fields higher up or further north is an option. Without available space, it’s the bush that needs to be adapted in order to thrive in hotter or colder, rainier or dryer climate by being more resilient. Both approaches need long term planning and in-depth research,
which will take several years before yielding any tangible results, bearing in mind the costs as a heavy financial burden. Many believe that such huge modifications and transfers should be taken to a dedicated international platform for sharing information and also obtain some government support in order to be processed successfully.

In the meantime, there are some practical and more readily available technical means, like more irrigation in dry areas, more shading in hot areas, setting up fans in the fields to break frost, more terracing to evacuate heavy rains, better weed control to keep away nasty insects, more fertilising to give the bush resistance, tight pruning to stimulate budding, more pest control to avoid massive infestation, adjusted picking rounds to preserve budding capacity.

All these aforementioned quoted measures can be carried out and be applied relatively rapidly, yet at significant costs and with the help of an available workforce. However, for many smallholders, the money and labour will require coordination and financial support from national authorities like Tea Boards or
Ministries of Agriculture.

And Still There is a Global Oversupply

All international reports state that there is a continued status of global oversupply, with tea consumption lagging behind. Although hampered by adverse climate incidents, international freight problems, trade
disruptions due to sanctions and political conflicts, ever-increasing costs of fertilisers and serious labour shortage, the annual world production of tea keeps increasing year on year. The market is dominated by China – the leading producer – supplying 49 percent of the world’s teas, and the other globally traded teas represent less than 30 percent of the world’s tea output. Although there is awareness about the
adverse impact of climate change in most national markets, there is not yet much effort deployed to investigate the challenges in a coordinated manner. The file is however under close scrutiny in the fields, in tea research laboratories, and in research institutes on national level mainly.

• Barbara Dufrêne is the former secretary general of the European Tea Committee and editor of La Nouvelle du Thé. She may be reached at: b-dufrêne@orange.fr.

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This initiative underscores Birchall Tea’s commitment to sustainable and ethical practices while supporting Tusk’s vital African wildlife conservation efforts.

Birchall’s master blenders have discovered rare Tanzanian teas to bring this rich tasting breakfast tea to life. Inspired by the vibrant wildlife of the Serengeti, the new blend has a bold, refreshing taste that will make any morning come alive.

All of Birchall’s award winning black teas are sourced from East Africa, since this is where the very best teas are found. The high altitude, lush volcanic soil and heavy rainfall of this equatorial area combine to create the perfect set of conditions for producing tea of unparalleled flavour.

Daniel Graham, managing director of Birchall Tea says he and the team are delighted to be launching Birchall Serengeti this year.

With the partnership with Tusk in its infancy, he says the tea business is proud to collaborate on a new product together.

“This will raise awareness and generate funding to protect endangered wildlife in Africa,”Graham explains. “This is also the first tea in the UK to contain these rare Tanzanian teas.”

This collaboration aims to raise significant funds to aid Tusk’s mission to help increase awareness, funding and wider support for Tusk conservation partners’ efforts across Africa.

Birchall’s black teas are sourced exclusively from East Africa, where we have supported good causes to help communities and wildlife for over a decade.

Birchall Tea’s donations will directly contribute to Tusk’s efforts to protect endangered species, conserve habitat, enhance biodiversity, promote human-wildlife coexistence and deliver environmental education.

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Traditional Medicinals developed this line of organic herbal teas to address the increasing demand for solutions to rising stress levels. A recent survey of 2,000 adults by Talker Research for Traditional Medicinals highlighted this need:
• Looking at current stress levels, 41% of those surveyed are at their peak stress for the year so far.
• Seven in 10 respondents agree that their overall outlook would be better if they were able to reduce their stress (71%).
• Stress headaches are present three times a week and respondents recalled having brain fog just as often.
• 47% of respondents seek simple self-care strategies that fit into busy schedules. Top stress relief methods include music, entertainment, snacking, and tea consumption.
• Just 37% of respondents think that trendy stress relief options are successful, while nearly half felt confident in more traditional methods like yoga, meditation, or a calming tea.

“We live in a time when responsibilities, worries, and other life events can leave us feeling tense, overwhelmed, lacking focus, and drained of energy,” said Taryn Forrelli, chief science officer at Traditional Medicinals. “Plants have always supported us in managing stress; and with tea, we can share nature’s medicine with more people in a way that is both convenient and sustainable. By harnessing the power of adaptogens and other high-quality herbs, our Stress Ease® line of herbalist-formulated teas help people build resilience and boost vitality, so they can thrive in the face of challenges.”

Introducing the New Stress Ease® Line:
• Stress Ease® Focus tea: For daily balanced energy, focus and stress support with evident effects from the first cup and consistent results with ongoing daily use, , this caffeine-free tea is a bright, minty blend featuring wild apple and adaptogens like ginseng and eleuthero for mental clarity and sustained energy.
• Stress Ease® Immune tea: For daily immune system and stress support, offering reliable benefits with regular consumption, this aromatic, warming blend with adaptogens like astragalus and reishi mushroom balances immune response and manages occasional stress.
• Stress Ease® Tension Relief tea: For quick comfort and relief of stress, tension, and irritability, this herbal, minty-citrus blend features herbs like skullcap to support the nervous system.

“In today’s world, Americans are grappling with unprecedented stress levels from various sources — financial pressures, health concerns, political uncertainty, and more. This makes simple stress management not just desirable, but essential,” said Kristel Corson, chief marketing officer at Traditional Medicinals. “Whether it’s enhancing mental focus, supporting immune function, or easing physical tension in the neck shoulders, and body, our Stress Ease® line empowers individuals to take control of their well-being, one cup at a time, so they are ready for anything.”

As part of Traditional Medicinals’ ongoing commitment to sustainability, all three teas in the new Stress Ease® line are certified organic and adhere to its rigorous certified B Corp standards. These standards ensure accountability, verification, and transparency in our ethical practices, fair relationships with farmers and collectors, and environmental stewardship. Stress Ease® Focus represents the continued evolution of our dedication to ethical sourcing with its FairWild certification, supporting wild collectors and the planet’s biodiversity.

Traditional Medicinals’ new Stress Ease® teas are now available at select retailers nationwide and online here.

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In full, the new range includes:

• NEW Peppermint & Spearmint Organic Infusion (Available in Waitrose, Ocado, and Sainsbury’s)
• NEW Chamomile & Peach Organic Infusion (Available in Ocado and Sainsbury’s)
• NEW Blackcurrant & Blueberry & Organic Infusion (Available in Waitrose, Ocado, and Sainsbury’s)
• NEW Orange & Turmeric Organic Infusion (Available in Ocado)

Each blend is made from high-quality natural ingredients, sourced from organic farms. True to the Clipper brand, no harmful pesticides or chemicals are used across the entire supply chain and each product is fully organic. The plant-based and biodegradable tea bags are also unbleached.

By targeting key need states with signposts such as ‘soothing’, ‘uplifting’ and ‘unwinding’, the range meets increased demand for functional ingredients that support wellness.

The fastest-growing in the Infusions segment, Clipper is boasting value growth up 55% over the past year, outperforming the category at significant scale.

Hannah Williams, Clipper Teas senior brand manager at Ecotone UK, said, “Our Infusions have always performed well and resonated with consumers, but more recently, we’ve gained a larger share of the market segment thanks to growing interest in Clipper’s strong ethical credentials such as our organic and B Corp certifications. Our Infusions aren’t just delicious, but also fully organic and natural when compared to the competition – while also making organic infusions more accessible. It’s the full package.

“As a pioneer in ethical tea and the No.1 sustainable brand in tea via The Good Shopping Guide, we want to keep growing our organic infusions to ensure sustainable farming becomes the norm in tea production. We believe these flavours will have strong consumer appeal: especially with our vibrant new packaging designs that stand out on shelf. If you’re choosing Clipper, you’re choosing a good tea – one that’s organic, natural and supports shopper well-being.”

Clipper has also reimagined the packs of some of its most popular Infusions with a bright and impactful packaging design and more direct product names. It has renamed popular blends: Snore & Peace, now called Sleep Time and award-winning Restoring Roots, now called Ginger & Turmeric. Both are available at Waitrose, Sainsbury’s, and Tesco and have an RRP of GBP £3.40.

Clipper was the first tea brand to launch unbleached, non-GM and fully biodegradable tea bags. Its infusions are Soil Association certified, and even the string is organic. The packaging for the new infusions is also fully recyclable – including the paper envelopes that enclose each tea bag.

All of Clipper’s teas are blended and packed in its factory in Beaminster, Dorset, which the brand has called home for 40 years this year.

The post Clipper adds four new tea infusion products to its portfolio appeared first on Tea & Coffee Trade Journal.

The latest Fruit Cooler portfolio has been specially crafted to be brewed hot and enjoyed chilled. Just infuse one tea bag in 200ml of freshly boiled water for three minutes, allow to cool, and enjoy over ice. The new Fruit Cooler flavours are:
• Peach: delicate peach-flavoured infusion with rosehips and white hibiscus
• Tropical: delicate pineapple-flavoured infusion with roasted chicory root and orange peel.

Harnessing 300 years of innovation and expertise at Twinings, the new Fruit Cooler range responds to consumer demand for different, refreshing ways to enjoy tea. Data from Twinings shows that 32% of UK consumers have enjoyed iced or cold tea and infusions in the 12 months up to November 2023 (Source: Twinings Demand Landscapes Quantitative study (FiftyFive5), Nov 2023). They also complement Twinings’ existing range of infusions, which can be brewed hot and enjoyed over ice.

Each carefully curated blend is tried, tested, and crafted by Twinings Master Blenders, with an experienced consumer sensory panel enhancing the product’s development. “From our rigorous consumer research and monitoring of global consumption trends, we know consumers are always looking for new, exciting ways to elevate their cold drink experiences – from working at home to drinking with friends,” said Gill Close, UK & Ireland marketing director at Twinings. “That is why we’re delighted to introduce a new way to enjoy our infusions with Twinings Fruit Coolers – providing an easy and delicious way to stay refreshed and experience more in every moment this summer, by making our new Fruit Cooler the way you want to drink it, hot, over ice, with or without your garnish of choice or even mixed with some sparkling water.

He added that “this latest investment in the cold drink space reaffirms our long-standing commitment to innovation and evolution – creating the best tasting drinks for the evolving needs of consumers and empowering them to take a moment of cool refreshment.”

Twinings’ new range of Fruit Coolers are available to purchase at twinings.co.uk and Amazon now, Waitrose and Tesco beginning 5 August, and Sainsbury’s from 21 August – with a MSRP of £2.49 per pack.

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Green Tea & Mint has been crafted using hand picked green tea leaves and each leaf is processed to preserve its natural antioxidants and flavour with the addition of real peppermint leaves providing a refreshing cooling sensation.

It is ideal for health-conscious consumers, as green tea is renowned for its numerous health benefits, including improved metabolism, enhanced focus, and overall well-being.

“We are excited to introduce Green Tea & Mint to our loyal customers and tea enthusiasts everywhere,” said Daniel Graham, MD, Birchall Tea. “This new blend embodies our commitment to quality and innovation, offering a unique taste experience that marries the best of traditional green tea with the fresh, invigorating taste of mint.”

Available to buy from birchalltea.co.uk or from Ocado from GBP £4.25

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A spokesperson for the company said that DAVIDsTEA launched an iced tea blend made with Organic Earl Grey through a partnership with LOOP Mission in August 2023; but “this is our first DAVIDsTEA-only line of RTD and our first canned sparking cold brewed iced tea.”

Key features of Sparkling Cold Brew Tea include:
• Real Ingredients: Made with real ingredients and steeped in cold water, ensuring a full-flavoured tea without any bitterness.
• Low Calorie: A guilt-free indulgence, each can of Sparkling Cold Brew Tea is low in calories.
• Convenience: Perfect for busy lifestyles, this ready-to-drink tea eliminates the need for steeping, making it easier than ever to enjoy premium iced tea.

The sparkling teas are available in three flavours based on DAVIDsTEA’s best-selling teas:
• Organic Cream of Earl Grey: A smooth black tea with rich, silky vanilla notes and a bright pop of citrusy bergamot, reminiscent of a cream soda.
• Organic Queen of Tarts: An effervescent and lively blend featuring bright, juicy notes of tart hibiscus and ripe blackberries on a foundation of lush guayusa.
• Magic Potion: A caffeine-free herbal tea bursting with the sweet flavour of dark, mixed berries, evoking vibes of juicy blue raspberry candy.

The new Sparking Cold Brew line is available in 18 retail stores in Canada and davidstea.com (CA + US). The MSRP is $3.99 for individual cans and $14.99 for a four-pack (the same price in CAD and USD).

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France’s oldest tea house, Mariage Frères, opened its first maison de thé in Paris in 1854, building on the family tradition of tea importing and trading since 1660. Then, in 1984, Mariage Frères opened to the retail trade, and continued to open further locations across Paris, Japan, London and Germany. 

The Covent Garden location I visited opened in 2018, after the success of its Selfridges boutique in 2012. It is a beautiful building set over two floors for the public, consisting of a ground floor tea shop, with displays of patisseries to take away, as well as their myriad teas, and exquisite tea paraphernalia. There is also a floor above containing the tearoom, where visitors could sit and enjoy its edible offerings, accompanied of course by a vast selection of Mariage Frères teas, overlooking the shop floor below, or out onto the busy street at the front. 

Out on display, front and centre, was Mariage Frères anniversary blend, ‘Birthday in Love’, which is a handpicked Darjeeling, with additions of bergamot, rose petals and jasmine, which comes in a red, pink and gold box of 30 individual tea muslins. And, as part of their summer launches, there was also the newest addition to the Mariage Frères iced tea portfolio, many of which are themed to specific locations or cities, and so it was apt timing for the Parisian tea company to launch ‘Paris Summer.’ Housed in a large jar, the loose-leaf tea is designed to be cold brewed, and consists of green tea with yuzu, mint, green bergamot and rose petals. Also in the summer launches, were the tea infused and inspired patisseries, such as the ‘Bon Anniversaire’ cream cake and ‘Tea Ice-Cream Sandwich’, both flavoured with the ‘Paris Summer’ tea. 

In between sampling the new offerings, I spoke to Mariage Frères’ Covent Garden store manager, Benjamin Biget, about the launches and the company’s ethos. He emphasised that quality is everything, and they are entirely immovable on that fact. They negotiate directly with farmers, not just to ensure a fair price, but also to ensure the highest standard of quality, including that they are organic. If an ingredient used in one of their teas or blends is no longer available at the high standard Mariage Frères requires, then the product it is used in will just be no longer available for however long it takes, explained Biget. Mariage Frères won’t compromise by subbing in an inferior ingredient just to keep the product line available for customers. This is especially essential since many are very often ‘made to measure’ exclusively for Mariage Frères. All Mariage Frères teas and infusions are rigorously tested for compliance to strict standards of quality and organic practices, and the Mariage Frères  ‘Jardin Premier’ stamp, certifies that they meet the standard. Biget added that, while this is a very expensive process for the company, it is non-negotiable. 

This sense of fastidiousness and tradition is part of the fabric of Mariage Frères, said Biget, and transparency is everything. Little has changed in the company since it first opened its doors to the public, yet it continues as a steadfast brand associated with French elegance. Mariage Frères achieves this, explained Biget, by staying in its own “bubble,” not looking at what competitors are doing, only focusing on themselves and staying true to its purpose and way of doing things. 

Most of the news we receive at Tea & Coffee Trade Journal can be rather coffee-oriented, and I think that is because tea is so much more steeped in tradition, as evidenced by Mariage Frères and its “bubble.” The tea world seems to want to do things the way it has always done them, and doesn’t feel the need to be constantly reinventing itself the way coffee sometimes does. This mentality clearly works, with tea being the most consumed beverage in the world, second only to water, beating its coffee counterpart. Tea is associated with tradition and propriety; you only have to look at the huge popularity of afternoon tea services that places such as Mariage Frères and many prestigious London hotels provide. There is an appetite for the experience as well as the tea, and this is something that Mariage Frères felt acutely aware of on my visit. Something I will continue to ponder, over the ‘Paris Summer’ iced tea I took home with me! 

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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In her article, “Gendered Teas: A Marketing Strategy or Women’s Reprieve?”, our associate editor, Kathryn Brand, discusses how the ‘wellness economy’ is still surging post Covid-19. Kathryn writes: “As this movement has matured, it has, by extension, expanded and brought to the forefront wellness teas specifically catered towards women. This, combined with a growing feeling of disempowerment of women’s health needs, has resulted in a strong market demand in the women’s wellness tea category.” 

But the question remains, are these teas legitimately offering women relief or are they gimmicks? 

The words ‘disempowerment of women’s health needs’ is a frustrating but oft-true reality that has been happening for far too long, and yet continues today. Not too long ago – when I was a reporter covering the retail industry – ‘PMS’ (premenstrual syndrome) was not a ‘real’ syndrome or even an ‘ailment’, it was something ‘in women’s heads’, scoffed at and therefore not legitimised (at the time there was one, maybe two PMS pain relievers on the market). But then (in my opinion) the pharmaceutical industry seemingly ‘did the math’ and acknowledged that nearly half the global population are women (today that number is 49.6%) and might suffer from PMS not only monthly, but for many years — and the money bells started ringing. Suddenly ‘PMS-relieving’ products started flooding the market coupled with major advertising campaigns. Forward to 2022 and the global PMS and menstrual health supplements market size was valued at USD $22.6 billion per Grand View Research. So, despite its auspicious beginning, PMS was eventually realised as a ‘syndrome’ most likely because of its strong revenue potential but a new category was created that does offer relief for a specifically female-related problem. 

Years later, women’s health claims and needs are still often discounted by doctors, leading them to often look for alternative methods for care and treatment, such as holistic medicine. However, there are also women who prefer natural solutions rather than medicinal when available. Women’s wellness teas go beyond the core functional areas of energy, concentration, relaxation, gut health, skin health, etc., to target needs of women during various life stages. Thus, there are products to support women during reproductive life – from menstruation, pregnancy, nursing – to perimenopause to menopause. But are these teas offering women relief or simply catering to women’s purchasing power in a previously untapped market? Perhaps a bit of both. 

While some brands may see the category as a new potentially strong revenue stream. Some of the brands highlighted in the story, are founded by women because they saw a problem and created a product to solve it. Bethan Thomas, co-founder of HotTea Mama, and a tea scientist, told T&CTJ the motivation for establishing the brand, “It wasn’t until I got pregnant that I realised the majority of the herbal blends that I was creating, weren’t suitable for pregnancy due to many of the ingredients inside. This triggered the idea for HotTea Mama, as my best friend [and I] went through motherhood and suffered with morning sickness, struggles breastfeeding and sleeping… We wanted to make teas that were suitable for this life stage, to be both delicious and supportive.” HotTea Mama has expanded its tea line to offer teas during women’s various life stages. 

Traditional Medicinals, the herbal and botanical tea company that is celebrating its 50th anniversary this year, says it is prioritising women’s health. In the article, Kristel Corson, chief marketing officer at Traditional Medicinals, said, “We believe in providing natural and effective support for women’s health concerns, from menstrual health to pregnancy and lactation support.” 

While I truly hope none of these are simply marketing ploys, there is nothing wrong with exploring a new avenue for revenue (as brands, companies and individuals have done for decades, even centuries), as long as they are legitimately offering some type of relief or support. Support is a key word as none of these women’s wellness teas are panaceas, they are supplementary products aiming to offer holistic solutions for women. And if, in fact, they are offering support, and the more accessible and reasonably priced they are, then female consumers will benefit, and kudos to the brands. 

I recommend reading Kathryn’s article, “Gendered Teas: A Marketing Strategy or Women’s Reprieve?”, which begins on page 30 in our June issue and is the highlighted feature in this week’s newsletter to learn more about this intriguing new category.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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The post-Covid surge in the popularity of functional beverages is ongoing and has significantly bolstered the consumer spend and interest for such products, or rather ‘the wellness economy.’ As this movement has matured, it has, by extension, expanded and brought to the forefront wellness teas specifically catered towards women. This, combined with a growing feeling of disempowerment of women’s health needs, has resulted in a strong market demand in the women’s wellness tea category.
There is an ever growing group of companies that offer women’s wellness tea products, whether they are tea companies that have expanded their product portfolio to meet the demand, or companies which have founded themselves on the premise of supporting women through tea. HotTea Mama falls under the latter. Founded by Bethan Thomas and Kate Achilles, the brand offers consumers a selection of products to support different stages of women’s reproductive life, from menstruation, pregnancy, nursing, and menopause.

Thomas, co-founder and tea scientist at HotTea Mama, explained the premise behind the company’s founding, “It wasn’t until I got pregnant that I realised the majority of the herbal blends that I was creating, weren’t suitable for pregnancy due to many of the ingredients inside. This triggered the idea for HotTea Mama, as my best friend [and I] went through motherhood and suffered with morning sickness, struggles breastfeeding and sleeping… We wanted to make teas that were suitable for this life stage, to be both delicious and supportive. As we grew, our customers started to ask if any herbs or teas could support periods and perimenopause, and I used my tea biochemistry knowledge to create blends for this time of life too.”

Similarly, Poorvi Chordia, founder of Herbs & Kettles, which sells premium single-origin Indian teas, was inspired to create teas for women’s wellness due to personal and professional experience. “As a woman and a frontline physician, I experienced firsthand the importance of self-care and stress management, especially in the face of life’s challenges. Tea played a significant role in keeping me grounded and providing moments of solace during stressful times.”

Wollenhaupt offers a large variety of herbal teas, including a ‘Women’s Power’ blend. Image credit: Wollenhaupt

Meanwhile, Smith Tea recognised its high number of female-identifying customers and wanted to offer a product with health and wellness and “functional nourishment” as a priority, commented Sara Kaufman, product development manager and lead tea maker for Smith Tea’s Empower Mint blend, which was specifically designed with holistic women’s health in mind.

A demand for holistic wellness

Tea companies are noting and building on the idea of women as individual and important consumers with significant purchasing power. “Women’s health is a priority for Traditional Medicinals because we recognise the unique needs and experiences of women throughout their lives. We believe in providing natural and effective support for women’s health concerns, from menstrual health to pregnancy and lactation support,” shared Kristel Corson, chief marketing officer, Traditional Medicinals.

But why is it that women are turning to teas for their health needs in the age of modern medicine? It is part of the growing consensus that the Covid-19 global pandemic inspired, that self care and holistic wellness is something that should be prioritised and sought after in everyday products through functional food and drinks. “During the pandemic, we have learnt that many people have taken more time for themselves again […] People are living more consciously and paying more attention to their health and diet,” noted Michael Görres, head of product development at Wollenhaupt.

Smith Tea’s Kaufman added that “the pandemic highlighted a long-forgotten (or perhaps just overcomplicated) need for finding holistic wellness in our lives. From work-life balance to cleaner eating, the wellbeing economy supports wellness across the board and functional teas sit at the pinnacle of that.” At a time when people felt a need to have some control and agency over their health, a functional beverage market blossomed and remains a strong category even still.

But taking power and control over one’s own health, in the ways that one is able, is something particularly pertinent to women. Thomas explained that “women’s wellness and health has been hugely neglected in society and in medicine for a very long time, which has made women more open to looking at their health holistically.”

Smith Tea’s Empower Mint tea contains four herbs that cover systematic health for women of all ages and demographics. Image credit: Smith Tea

Some medical professionals cite concerns, however, that women are turning to alternative therapies “at the expense of engaging with proven medical approaches, and with conditions such as endometriosis affecting around one in ten women of reproductive age, this kind of marketing can be dangerous,” wrote Dr James Brown, senior lecturer in biology and biomedical sciences, Aston University, in a Guardian article titled “Women: beware teas with a gender agenda.”

However, this perspective overlooks the fact that many women do seek professional medical intervention, but use holistic healthcare, such as herbal teas, alongside it, or as a last resort when doctors are not able to help. “The truth is, that there is a huge medical gap in the UK, and all other countries. Women are often not recognised or heard by their doctors. Especially with conditions like endometriosis, PCOS (polycystic ovary syndrome) and adenomyosis — these are hard to diagnose and women on average have to wait 7.5 years for a diagnosis. In this time, they are forced to take charge of what they can in their diet and lifestyle to support,” added Thomas.

Studies and traditions

While it is true that women cannot necessarily expect a cure for their female-related ailments through wellness teas, there is a growing portfolio of scientific evidence and studies that show an amount of benefit can be seen from regular consumption. An example of this is an article titled “Herbal Infusions and Women’s Health: A Review of Findings with a Focus on Human Studies on Specific Infusions with Studies on Extracts to Evaluate Mechanisms,” by Gill Jenkins, Christopher John Etheridge and Pamela Mason, from the Journal of Nursing and Women’s Health sourced via Gavin Publishers. The paper demonstrated that German chamomile, rosehip and spearmint are all shown to give women health benefits in human trials. German chamomile was found to improve aspects of sleep in postnatal women, as well as being beneficial for pre-menstrual syndrome (PMS), anxiety, stress, and metabolic control.

Rose hip was associated with improved symptoms of menstrual pain, and spearmint improved hormone control. “These infusions contain a range of phytochemicals, including flavonoids, which help to explain their health outcomes. Most of the human studies indicated that 1-3 cups daily with brewing times of 5-15 minutes provided the health benefit in question,” the study noted.

Raspberry leaf, red clover, ginger and turmeric are also routinely favoured in women’s wellness tea offerings and are among those that have been used as herbal remedies stretching back generations. Companies endeavouring into women’s wellness teas have to choose how to balance verifiable scientific evidence with anecdotal and traditional uses. “We’re careful to only use ingredients that have historical use but are also backed up with research in more recent years. While the research studies are often small scale, we work with a technical agency to review new research regularly and ensure that there is as much evidence as possible to suggest that the majority of women will benefit,” said Thomas.

It is this deeply rooted historical practice that also may also be bolstering the attraction of wellness teas for women, observed Corson. “The appeal of these teas to women may be rooted in their historical connection to nature and traditional herbal practices that have long been passed down through generations of women.”

Chordia also noted that women tend to be more open to “an integrative approach towards health.” She added that “they are also more [receptive to] trying Eastern medicine which has a multitude of health benefits and often functional teas and tinctures play an important role in these alternative approaches. Women more often form communities that empower each other, and that often helps them take charge or ownership of their health and wellbeing than men.”

HotTea Mama offers a range of wellness teas for different stages of women’s reproductive life. Image credits: HotTea Mama

While many companies stress that their wellness teas can benefit both men and women, they are overwhelmingly finding that their consumer base is dominated by women and as such, are marketing their teas with this in mind. However, some view gendering teas as a marketing strategy in itself. Görres explained, “In the herbal tea sector, it can make sense to develop gender-specific teas for the respective needs and with a target-group orientated approach.”

On the whole, people tend to drink herbal teas for their health benefits as well as just their flavour, and since men- and women-identifying individuals often have different wellness needs, especially in relation to reproductive health, it makes sense for teas to be targeted in this way. Corson noted that this must be done with some care; “gendering teas can be a marketing strategy to target specific demographics and highlight the relevance of certain products to their unique needs. However, it’s essential to ensure that gendered marketing does not reinforce stereotypes or exclude potential consumers. Ultimately, the effectiveness of marketing strategies depends on the authenticity of the brand’s message and its ability to resonate with consumers’ values and experiences.”

Market movements

With herbal tea market sales expected to grow at a CAGR of 7.3 percent to USD $7,693.5 million between 2023 to 2033, according to market research company, Future Market Insights, there is no doubt a driver of this is consumers’ search for products to improve their health and play a functional role in their beverage consumption. The trend for customisation is expected to influence this market with consumers wanting tea formulations for their specific health concerns, including women’s wellness. These are also anticipated to grow in the organic and ‘natural’ space as “people are making a conscious decision to drink better quality teas that are organic, directly sourced and fresh, farm to cup,” said Chordia.

While some may consider women’s wellness teas a trend or marketing gimmick, and for some companies that may be true, but there are equally companies that are investing in the research and utilising centuries old traditions of herbal remedies to give women comfort, relief, relaxation, or even just a moment of pause to enjoy a delicious cup of tea. And with the functional market and ‘wellbeing economy’ ever-growing, this category is not expected to go away any time in the foreseeable future.

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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The herbal category has been created after many requests to celebrate the finest ingredients for tisanes and is open to both primary producers and retailers. Entrants can now submit herbal blends or single-ingredient infusions that do not contain Camellia sinensis. This change is inspired by the increasing number of tea producers who are diversifying with botanicals to complement their teas.

A New Regions/Producers Category will also spotlight innovative and pioneering tea producers who have been operating less than five years or are situated in regions with no history of tea production. Jennifer Wood, director of the UK Tea Academy and The Leafies awards said, “The Leafies are growing every year with new categories, additional high profile judges and more attention on the winning teas. We welcome entries from large and small retailers, and from young or established gardens to showcase their finest teas and join in the celebration of the best”.

Four new judges are joining The Leafies panel of tea experts and educators this year, including award-winning journalist and author Alice Lascelles, drinks columnist for the Financial Times.

The Leafies continue to offer unparalleled exposure, opportunities, and recognition for tea makers. A selection of previous winners are now available at Fortnum & Mason’s Rare Tea Counter as part of the ongoing partnership between the UK Tea Academy and the luxury retailer.

Retailers are encouraged to enter as winning retail teas can display The Leafies mark on their packaging and website to help differentiate their product. In addition, all teas will receive the judges’ average scores across multiple criteria from dry leaf to aftertaste.

Entries for The Leafies International Tea Awards 2024 are now open until mid September. For more information on how to enter, visit theleafies.co.uk.

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“The new super survey of over 1,000 adults in Britain reveals some fascinating insights into the nation’s particular preferences for their ideal brew, from habits around adding milk and sugar to some of our peculiarities when brewing up,” said Dr Sharon Hall, chief executive of the UKTIA. The 2024 Tea Census Study was conducted in March 2024 on behalf of the UK Tea & Infusions Association (UKTIA) in advance of International Tea Day on 21 May.

There’s a clear favourite format of tea that Brits use for their daily brew, and it’s the tea bag. “With nearly two thirds (64%) stating they need a cuppa before they can even begin to tackle the day ahead, it’s no surprise that 84% pick the option of a tea bag to make their black tea, with 16% opting for loose leaf,” said Dr Hall.

Curiously, the age group most likely to prefer loose-leaf black tea was the 30-44-year-olds (27%), compared with 16% of 18-29-year-olds, 12% of 45-59-year-olds, and only one in ten (10%) of those aged 60+. “When it comes to other types of tea, it may also come as a surprise that the age group most likely to mainly drink loose leaf varieties were the youngest (18-29-year-old) adults,” Dr Hall shared. She added that for both herbal infusions and green tea, more than a quarter (28%) of this age group said they predominantly chose loose leaf over tea bags. This compares to only 5% of the older adults.

The UKTIA Census Tea Study also covered the steps Brits take to make a cuppa, and it turns out that while Britain is known as a nation that likes a strong builders brew, of the respondents, just a few are brewing their tea for the appropriate times. “Only 7% said they brewed their tea for the optimal three to four minutes for most types of tea, especially black teas,” said Dr Hall. A quarter of survey participants (26%) said they left the bag or leaves in for only one to two minutes while nearly a fifth (18%) brew their tea for less than a minute.

When asked which order they add the items needed for making a brew, Brits most commonly put in the tea bag first followed by water, milk and sugar/sweetener. Nearly a quarter (24%) of respondents said they drank their black tea without any milk.

While adding milk to black tea is common in the UK, tea experts and enthusiasts frown upon adding it to green tea, white tea and herbal/botanical infusions, which are all more delicate and can be overpowered by the addition of milk (whether it is dairy milk or plant-based milk). However, it seems Brits like adding milk to all tea varieties. The survey revealed that a third (35%) of Brits add milk to green tea, and nearly a third (32%) add milk to their herbal infusions.

“An interesting revelation from the data was [how many] of us add milk to our green tea, which many tea connoisseurs would argue ruins the flavour, but people should have tea just how they like it!” Dr Hall remarked.

Of those respondents who did add milk, the most popular choice by far was semi-skimmed – 40% – with 18% choosing skimmed, 13% opting for the full fat variety, and just 5% preferring plant-based milk in their brew, despite the trend for plant-based diets.

“For those adding an accompaniment to their teatime, the most popular snack pairing for Brits was by far and away a sweet biscuit (48%),” shard Dr Hall. Other popular tea-time accompaniments include a chocolate biscuit (36%), cake (32%), a sandwich (24%) and chocolate (18%). Around a fifth (22%) said they preferred to enjoy their brew without any snacks or treats.

Of course, no matter which type of tea is used, the best way to ensure a ‘perfect cuppa’ is to always use quality tea and filtered water for boiling. The UKTIA suggests that the optimal temperature for green tea is 80C (176F) while it is 90C (194F) to 98C (208.4F) for black tea, but it is important to always follow the instructions on the packaging for the perfect brew.

And when preparing tea, Dr Hall urges tea drinkers to ‘Smart Boil’. “Measure out the number of cups of water you need for each cup you are making, this will save time, money and energy. Add one tea bag or one rounded teaspoon of loose leaf per cup.”

Whether you brew your tea strong or weak, take your tea with or without milk, and enjoy it with or without a savoury or sweet treat, I hope tea drinkers enjoyed their ‘perfect cuppa’ on International Tea Day and every day! And as International Tea Day has passed, I will wish everyone a happy International Tea ‘Week’ instead!

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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US shoppers can find Clipper Tea for purchase in retailers across the U.S.country and on Amazon. Now, in addition to existing retail partners including Giant Food Stores, Lowes Foods and Town & Country Markets, Clipper Tea will bring its ‘good’ tea to shoppers at National Co+op Grocers, MOM’s Organic Market and Dave’s Fresh Marketplace this year, with more doors expected to be added.

“Clipper Tea has been committed to making not just tea, but ‘good’ tea for 40 years. Tea that is good for people and good for our planet – 100% natural with nothing artificial,” said Ben Dell, head of international markets. “We’re thrilled to roll out two new delectable flavours meeting consumer needs for bold, natural varieties that are masterfully blended and sourced in harmony with nature, including Organic Mint and Organic Spicy Chai.”

As of January 2024, the US tea market is a USD $1.9 billion industry. Premium tea accounts for 66% of total tea sales in the US and continues to drive category growth, according to research conducted by Circana on behalf of Clipper Tea. Organic tea accounts for 22% of sales in the US, which has also seen significant growth year over year while non-organic tea sales decline. Millennial shoppers, specifically, show a preference for organic teas, accounting for 28% of total organic tea sales.

Clipper Tea’s commitment to providing tea that is natural, fair and delicious, uniquely positions the company to meet US consumers where they are across all tea segments with organic premium teas that have a joyful brand personality, are sourced ethically and feature bold, 100% natural flavours.

Fortune Business Insights data demonstrates consumers are increasingly drawn to unique blends, and the demand for decaf teas is projected to increase at an 11.1% CAGR between now and 2030 as well. Both of Clipper Tea’s new flavours meet these consumer trends as natural, delicious and caffeine-free blends.

While chai teas often contain caffeinated black tea, Clipper Tea’s Organic Spicy Chai Herbal Tea packs a powerful, flavourful punch infused with a delightful and warming blend of cinnamon, fennel seeds and black pepper that is naturally free of caffeine.

The new revitalising Organic Mint Herbal Tea is also naturally caffeine free and meets an increased consumer demand for non-caffeinated, herbal tea, a market projected to grow at a 7.2% CAGR from 2023-2032 according to market.us.

Like all Clipper Tea varieties, the new flavours are meticulously crafted by Clipper Tea’s “tea guys”, Dan and James, who work tirelessly and travel the world to source from premium organic and Fairtrade gardens that support biodiversity, hand-selecting and blending top-tier herbs in Dorset, England, to create unique, natural teas that taste the best and capture the power of nature.

Clipper’s Organic Spicy Chai Herbal Tea and Organic Mint Herbal Tea have a MSRP of USD $6.99 per box, which comes with 20 servings of tea.

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In partnership with eight female tea entrepreneurs from across the globe, The Tea Group is launching The Ladies Tea Collection this National Tea Day (21 April) which has been curated to give back to the women working in the tea industry around the world.

This collection of brand-new teas will be showcased to represent some of the most prestigious hotel brands at the Jersey Fine Tea plantation. Hoteliers and luxury hospitality operators such as the Four Seasons, One&Only, Le Dam De Pic, The Landmark and Searcys will have the opportunity to put the spotlight on their establishments by harvesting the tea themselves and indulging in sampling it first before they introduce it to their guests.

Proud to have created the world’s first network dedicated and committed to helping women working in the tea industry, Managing Director of The Tea Group Díaz Ayub said: “We are delighted to be announcing the launch of our simply beautiful Ladies Tea Collection to mark this year’s National Tea Day on 21 April. The collection is a true labour of love, bringing together a selection of the most delicious and delicate blends of tea from across the world – all imagined and brought to our tea cups by astoundingly talented women in the tea industry.

“The event on the island of Jersey, kindly hosted by Visit Jersey and one of our featured Ladies Tea Collection brands, Jersey Fine Tea, is an opportunity for the luxury hospitality sector to be the first to enjoy and experience this stunning collection.

“We want to put the spotlight on tea in a way that brings the versatility, playfulness and experiential nature of the drink to life for those who enjoy it most – and that is female drinkers. Our research shows that the majority of tea drinkers and tea employees are female, which is why our new collection is centered on the female tea experience.”

The collection features brand new blends of tea from eight inspirational women tea leaders across the world, including:

• Sakura Green Tea – a vibrant and creamy blend by Saeri of Chill Tea Tokyo
• Premium Black Tea – a rich and malty flavour from Jess of Jersey Fine Tea
• China Green Tea – a refreshing and smooth oolong from Maria of New World Tea
• A brand new Elegant Earl Grey Tea – a rich and robust flavour from Darcey of Darcey’s Tea Co
• Dawn Tea – a sweet and rich blend by Kate Moss’s Cosmoss
• Opus Raw Pu Er Tea – an elegant and robust brew from Carole of Teaspec
• Organic Turmeric Chai – a spicy and fragrant tea from Vishaka of Tea People
• Dubai Chai – a spicy and robust blend from Noreen of Tribe Tea

Developing the focus on the new collection, Díaz Ayub – who launched The Tea Group and National Tea Day in 2015 in order to recalibrate the perception of tea as a drink not just of necessity and routine, but also of pleasure, ceremony and refinement – said he was excited to also launch a series of events in the UK.

Díaz Ayub added: “After our trip to Jersey, we look forward to launching a very special new event in London. We’ve crafted a ‘7 Chakra Teatime Experience,’ launching at The Mandrake Hotel, which will include a tea pairing of seven courses, all designed to stimulate each of the seven chakras through colour and the functionality of the food and featuring teas from five ladies from around the world.”

The Ladies Tea Collection has been created to give back to women working in tea plantations, tea businesses and tea cultures. Women constitute 65% of the world’s tea consumption, and it is women who are largely responsible for the careful planting, delicate picking, processing and packaging of tea.

50% of all profits from the Ladies Tea Collection will be collated and donated to enhance education, health-care and sanitary services for women in tea, the world over. The Tea Group is in the process of creating The Ladies Tea Foundation, which will continue to give back to these women in tea. Next year, to mark National Tea Day 2025, the organisation will announce how much has been raised from the Ladies Tea Collection and how the funds have been donated.

Díaz Ayub added: “Our new selection of teas has been curated in direct response to the survey of more than 2,000 people we conducted last year, which revealed that the traditional English Breakfast tea was fast becoming a second or third choice since 2019 when it accounted for 85% of sales in 2019 according to a Unilever report. In 2024, tea lovers are opting for new wellness and mindful-centered teas amongst an ever-growing selection of delectable teas.

“The teas in the Ladies Tea Collection, from Kate, Carole, Vishaka, Noreen, Maria, Jess, Saeri and Darcey are an eclectic mix, speaking to all preferences, moods and tastes. We can’t wait to hear how our customers and followers enjoy sampling and pairing these gorgeous teas and to see the impact of the Ladies Tea Collection on the women behind the magic of these beautiful flavours, who work and live in the tea-growing communities.”

The Ladies Tea Collection will be officially launched on National Tea Day 2024. Available to purchase online at The Tea Shop and served in luxury retailers and hotels around the world.

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