Good Earth Hits the UK with Bold Approach to Break ‘Tea Norm’
From its home country, the US the brand has crossed shores to makes its debut in the UK with a portfolio of expertly crafted teas and bubbly kombucha, each made with natural, bold flavours with on trend ingredients to excite the senses.
Initially, Good Earth will be available exclusively as part of Sainsbury’s Future Brands initiative, which nurtures challenger brands which offer more unique and innovative ranges.
Further distribution will follow through Ocado and Wholesale distributors targeting the health and natural beverage sector. Good Earth will also focus on E-commerce with a new website www.goodearth.co.uk
As a trailblazer of fruit and herbal in California in the 1970s, Good Earth Tea has been ahead-of-the-curve in its respect and response to the environment. Sustainability and the environment lie at the heart of this brand and with 88% of consumers choosing brands that can help them make a difference*, Good Earth is the perfect fit with every sip giving back to nature.
Good Earth has an exciting innovation portfolio and will play a part in a 3-brand portfolio strategy in the UK market. The portfolio includes a range of fruit & herbal, green and black teas and original and flavoured kombucha, each blended with the best of natural ingredients. The packaging is as bold and fresh as its ingredients. It has stand-out appeal and the product offering is easy to understand. In trials it has proved a hit with younger, health conscious consumers.
Kombucha, a gently carbonated tea, is a big trend in drinks. The world kombucha market is currently worth £8m and expected to exceed £5.63 billion by 2027. It’s one of the fastest growing sectors in Australia and the US with UK set to follow suit.
“This is a bold and ambitious launch for us,” says Marshall Kingston, Senior Brand Manager at Tata Consumer Products UK. “We want to grow our presence in green and fruit & herbal, both popular segments for younger and health aware shoppers. A fresh, vibrant brand with on trend ingredients and a rich pipeline of more to come is exactly what’s needed to bring life to the category and give the nation’s taste buds a wake-up call.”
“To achieve success in hot and cold beverages you need to be able to anticipate trends and develop products in line with these, that taste great and meet consumer expectations on sustainability, health and natural ingredients,” adds Peter Dries, Director of Customer and Shopper Marketing at Tata Consumer Products UK.
Considering the target audience for the new range, the launch activity for Good Earth will be primarily through social media channels targeting the age group of 25-34. Designed to create a buzz around the new range and hype the latest trend in beverages, follow @goodearth.uk on Instagram and visit www.goodearth.co.uk
