California tea brewing

Good Earth tea

TATA, the firm behind Tetley, has brought an American tea brand across the Atlantic, targeting 25-34 year old consumers.

First launched in California in the 1970s, Good Earth teas offer a range of fruit and herbal, green and black teas, as well as original and flavoured kombucha. Kombucha is a fermented tea drink which Tata said is currently worth £8m globally, but which it expects to exceed £5 billion mark by 2027.

The brand initially launched exclusively in Sainsbury’s with further distribution to follow.

Marshall Kingston, senior brand manager at Tata Consumer Products UK said: “This is a bold and ambitious launch for us. We want to grow our presence in green and fruit & herbal, both popular segments for younger and health aware shoppers.”