Unilever launches Pure Leaf tea brand, with US$2m marketing investment

UK – Unilever has launched a new brand of tea called Pure Leaf in the UK, including two loose-leaf variants and eight pyramid tea bags, to be supported with a US$2.32 million marketing investment across PR and digital marketing.

According to FoodBev, the ethically sourced range all boasts a single origin, sourced from Rainforest Alliance estates in some of the world’s most renowned tea-growing regions including India, Kenya, Indonesia and Sri Lanka.

“We know that Britain is a nation of tea lovers and there is a growing trend for specialty and herbal teas.

We are aiming to capitalise on this opportunity with the launch of Pure Leaf.

The delicious new range has been expertly crafted to deliver a genuine tea-drinking experience so consumers can enjoy the taste of pure tea,” said Unilever Pure Leaf brand manager Nisha Singadia.

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“With ten delicious flavours available, there’s a flavour to suit a range of tastes – from your classic English breakfast tea to our signature black tea with vanilla flavour, which combines black assam leaves with Madagasacan vanilla and bright marigold petals.”

“As more Americans choose to make tea part of their daily routines, they are looking for an authentic home brewed tea experience at an accessible price,” said George Hamilton, Tea Director at Unilever.

“Both uncompromised and uncomplicated, the new Pure Leaf home brewed Matcha Teas allow for consumers to enjoy high-quality Matcha at home in just a few simple steps.”

Each new Pure Leaf flavour has a recommended price of US$4.63 for a jar of 16 teabags or and US$6.96 for a jar of loose-leaf.

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