Clipper Teas, the natural tea brand owned by Ecotone UK, is expanding its range of organic infusions with three exciting new flavours, to meet growing consumer demand for natural and organic teas with functional ingredients to support better health.
Each flavour matches up to a key health and wellness consumer trend, with Organic Bring the Zing appealing to customers looking for an energy boost; Organic Cleanse with Benefits aiding the metabolism and Organic & Fairtrade Restoring Roots appealing to shoppers seeking comfort through a warming hug in a mug.
Carrying Clipper’s distinctive and joyful tone of voice, the pack designs feature vibrant, playful illustrations and bright colours to stand out to the growing audience of infusion tea drinkers.
Clipper has also revamped its recipe and pack design for its popular infusions Organic Snore & Peace (chamomile, lemon balm & lavender infusion) and Organic After Dinner Mints (mint & fennel infusion). The improved recipes are to better meet the needs for aiding sleep and supporting digestion, while the packs have a new design to bolster consumer appeal and visibility on shelf.
Launching with Waitrose, new Clipper Organic Restoring Roots and revamped Clipper Organic After Dinner Mints, will bolster Clipper’s infusion offering at the key retailer. The full infusions range will be available via clipper-teas.com.
The line refresh follows an enhanced interest and appeal for infusions as shoppers seek out functional ingredients that are good for their mind, body and soul. In the last year, infusions have grown by 9.5% (IRI: 52 w/e 31st January 2021), which reflects the growing interest in products that can support better health.
Aligned with the brand’s organic and 100% natural principles, each tea bag in the infusions range is unbleached, plant-based and non-GM – offering up a natural, fair and delicious cup of tea that shoppers can enjoy while caring for the planet.
The range revamp continues to attract a new generation of conscious consumers who care about their health and the health of the planet – an audience segment Clipper refers to as ‘Generation Tea’. The launch will be supported with quarterly promotions, POS, regular shopper activations and sampling to drive awareness and trial.
“Clipper is the UK’s fastest growing black and green tea brand and we have high aspirations to be a leader in infusions. Infusion teas are incredibly appealing to a health-conscious consumer, especially now when taking care of our health to prevent long-term illness, is high on the public agenda. Wellness factors like getting enough sleep or having better digestion, are also becoming a priority for those wanting to live better. Our functional teas are perfect for health-conscious consumers as not only are they delicious, but they are also 100% natural and organic, which is better for personal health and the health of the planet too. Meeting the needs of Generation Tea, this range will appeal to these who care about what they put into their bodies, as well as the environmental impact their purchasing decisions have.”
Clipper Teas, along with its parent company Ecotone UK, is B Corp certified. Committed to supporting biodiversity, Clipper sources its tea from organic and Fairtrade farmers that use sustainable farming methods.
Clipper is a different kind of tea company and a pioneer in ethical, sustainable tea production since 1984.
B Corp certified, Clipper targets conscious consumers who care about what they put into their bodies and the impact this has on the world around them – a consumer tribe the brand refers to as Generation Tea.
In 1994, it became the UK’s first Fairtrade tea company. Today, it is the world’s largest Fairtrade tea brand, supporting 114,000 producers and their families around the world. In the last 25 years, Clipper has paid over £4m in Fairtrade premiums, ensuring its tea workers always get a fair deal and supporting them to use sustainable farming methods.
Part of the Ecotone UK family, Clipper’s tea factory in Beaminster produces over 1 billion tea bags a year, which are sold in over 50 countries worldwide. Committed to organic and ethical sourcing, Clipper only ever uses natural ingredients and processes to make the finest quality hot beverages.
In 2018, Clipper became the first tea company to make all its heat-sealed tea bags unbleached, non-GM and fully-biodegradable. Clipper’s factory is carbon neutral, uses renewable energy sources and 98% of factory waste is recycled.
Ecotone UK (formerly Wessanen UK) is a natural and organic food company, with pioneering food brands in expanding market segments, including:
· The UK’s first Fairtrade tea company, Clipper Teas, which makes natural, fair and delicious hot beverages and created the world’s first fully biodegradable, non-GM and unbleached tea bag;
· Whole Earth, the UK’s no.1 peanut butter brand and manufacturer of natural and organic spreads, cereals and drinks, and
· Kallø makes market-leading, organic rice, corn and veggie cakes, as well as the UK’s fastest-growing range of stocks and gravies;
· Mrs Crimble’s, the gloriously gluten-free cake brand that makes delicious baked goods for all to enjoy.
Ecotone UK has been B Corp certified since 2018 and champions its mission, ‘Food for Biodiversity’, through a commitment to protecting the living planet for current and future generations. It is focused on providing food that is good for people and the planet and conducts its business in a sustainable way.
These principles are channelled through its involvement with its subsidiaries, and the brand is accredited by or a member of a range of industry bodies and associations including; B Corp, Fairtrade Foundation; Soil Association; UK Tea & Infusions Association, and the Organic Trade Board.