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Jumbo Launches Luxury PL Tea Range

Published on Sep 13 2013 12:06 PM in Private Label

Jumbo Launches Luxury PL Tea Range

Jumbo has launched a new luxury tea concept with a range of unique flavour combinations, including raspberry & rose petal, cherry & hazelnut and pear & cardamon.

The new range, called 'Orchard Tea' was launched in-store on 9 September and was 'developed in collaboration with a tea sommelier', according to Jumbo. The new range contains 'rich combinations of loose tea leaves, real pieces of fruit, herbs, flower petals and nuts'.

Orchard tea is packed in a cardboard hanging bag, with a 'cheerful design' and 'tastefully designed packaging', Jumbo said.

"The new tea segment is a good example of the expansion of the Jumbo brand. The concept is entirely invented by Jumbo, including in collaboration with a tea sommelier, who played an important role in the development of taste," Colette Cloosterman-of Eerd, director of innovation and formula at Jumbo Supermarkets said.

The whole range of Orchard tea products (strawberry & pepper; cherry & hazelnut; apple & flower; green tea, pear & thyme; oolong, pear & cardamon and green tea, raspberry & rose petal) is available from 9 September at all Jumbo supermarkets, retailing at €1.89.

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