JDE To Launch New Zealand's 'Ti Ora' Tea Brand
Jacobs Douwe Egberts (JDE) has announced plans to roll out the New Zealand-based tea brand Ti Ora at a global level in 2019.
The beverage giant intends to introduce the tea brand in the UK, Spain, Germany, Australia, and the US.
Founded in 2016, Ti Ora became a part of JDE's global portfolio when the Dutch company acquired BrewGroup in the same year.
The launch will help JDE to consolidate its position in the premium tea and natural infusions segments, it said.
It will also reflect the beverage giant's commitment to maximising the combined value potential of local businesses that become part of its coffee and tea family.
Monique Mahe, marketing manager of Ti Ora, JDE New Zealand said, "This is a really exciting time for our New Zealand business, as we see a locally-born tea brand being launched [in] other parts of the world."
The product comprises coarse cut and full chunk tea leaves sourced directly from New Zealand.
Ti Ora means 'tea of wellbeing' in Maori, and the product does not contain any artificial flavours.
It is packed in biodegradable, pyramid-shaped tea bags, and offers eight SKUs including green teas, vibrant fruit, and herbal infusions.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.