Delicious and daring new drinks range packs a punch

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With roots in 1970s California, a new tea brand Good Earth has landed in the UK grabbing the attention and repeat purchase of younger, health aware and planet savvy drinkers.

A good fit with a balanced lifestyle Good Earth’s portfolio  includes 8 variants of  biodegradable tea bags (RSP £3.29 for 15 bags); 4 loose teas (RSP £4.29) and for the chiller cabinet 3 variants of organic, bubbly Kombucha (RSP £2.30).

The new range of Good Earth fruit and herbal and Kombucha teas has real potential for retail sales as well as out of home locations and specialist health food outlets and smaller boutique outlets.

Born to be different in look, taste and values, each sip of Good Earth is packed with natural, bold flavours and on trend ingredients. The teas are ethically and sustainably sourced and its Kombucha 100% organic.

As the original trailblazer of fruit and herbal in California, the brand has kept well ahead of the curve in its respect and response to the environment. 88% of consumers want brands that can help them make a difference* and every sip of Good Earth is a sip of positivity giving back to the planet.

Sustainability and environmental values are at the heart of the brand, all packaging is recyclable or 100% biodegradable and the equivalent of 1% of gross sales is contributed to environmental non-profit causes through the 1% for the Planet initiative.

Consumers are changing the way that they make their food and drink choices. A good fit with lifestyle and a brand’s values are on a par with the quality of taste and experience. 89% of millennials feel untouched by current food and drink advertising**, yet the scope to offer something new to draw the under 45s to the sector is huge.

A third of the nation looking to reduce alcohol intake is benefitting sales of teas and healthier drinks. Smaller independent retailers have seen a 37.5% volume growth in fruit and herbal and 32% growth in speciality teas and 19% growth in rooibos tea in the last quarter (AC Nielsen 12 weeks to 13 June 2020).

Whilst the numbers buying tea are on the up overall, cold drinks are the fastest growing drinks sector. The new entrant of Kombucha, a gently bubbling tea, fermented with live cultures is already worth £8m in the UK and growing fast.

The Good Earth range is being launched from the stable of beverage giant Tata Consumer Products and its entrée supported by a £3million programme of activity.

Reflecting the profile of its target audience and the current launch environment, digital plays an important part of this. With 4.5 million consumers in its sights, and online ads and social influencers on board, the word on Good Earth is spreading fast. Already, with a strong weighting of 25-34s, consumers are engaging positively with the  brand, with many going on to buy & share their experience with others on Social platforms.

For stores and wholesalers, a range of disruptive marketing materials from entrance banners, aisle fins, FSDUs and tailored on shelf media is available to bring the brand to life, grab attention and drive traffic to this exciting new range.

“This is a bold and ambitious launch,” says Tata Consumer Products marketing director Sinead McAleese “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.”

The Good Earth range is available now through specialist wholesaler Tree of Life. Selected SKUs made their debut in Sainsbury’s last month as part of the Future Brands initiative which nurtures challenger brands with unique and innovative ranges.