Register for free to
view the full innovation profile.
Revolutionary infusions that combine fresh fruits & roots with different types of tea. Packed full of real zingy flavours and natural goodness, each cup tastes as good as it smells
About
The Infusion Revolution To engage a new generation of tea drinkers we have challenged and changed the age old image of tea and its preconceptions. To reinvent infusions we have reframed who, when, how and why they are consumed. In understanding how these consumers tick, we have leant in and learnt from exploration into the hip health & coffee culture. We have put these new type of consumers at the heart of the occasion, and then innovated around them. We pushed the boundaries beyond just the traditional cuppa to resolve their disappointment and meet their high demands. Our innovation is based around a core consumer insight from across the whole infusion category, but specifically relevant to engaging new types of consumers: fruit tea does not taste as good as it smells. This mainstream insight is backed up by Mintel’s 2020 Tea and Other Hot Drinks report: 70% of adults don’t think fruit tea is flavoursome or exciting. A new generation of ‘foodie’ consumers are seeking out a drinking experience with more ‘oomph’. Many young tea drinkers are enjoying experimenting with new flavours of tea. This highlights the importance for these products to really deliver on taste.” Innovation Infusions that revolutionise the infusion category by combining fresh chopped fruits & roots with different types of tea. A world 1st innovation which delivers real zingy flavours and natural goodness. This fresh infusion does not disappoint and ensures our customers come back again and again. Product TEA REX’s blends maximise flavour though a unique preparation, blending and pasteurisation process to combine fresh fruits and roots with and without different types of tea. A crafted, yet convenient infusion without the faff of peeling and prepping all the ingredients from scratch. Each tube holds 10 (10g) servings with an ambient shelf life of 1 year and up to 5 weeks when opened and stored in the fridge. This has been achieved without anything artificial and no blend has more than 6 ingredients. Blends currently include: • Lemon, Turmeric, Ginger and Lemongrass • Turmeric, Lemon and Black Pepper • Rhubarb & Redcurrant • The Real Earl Grey – Fresh Bergamot & Black Tea • Rooibos and Fresh Blood orange. In the last year we have added 2 new infusions to broaden the appeal of our innovation by enhancing mainstream tea blends with fresh ingredients. This has widened our appeal giving us the opportunity to extend this innovation in the to the wider tea market. TEA REX has the backing of a world-class mass-manufacturer with the capabilities to scale quickly and a proven track record delivering to the standards that major multiple retailers require. We have an exciting pipeline of NPD for both the everyday and seasonal blends informed by both our rapidly growing D2C community, online and market trends.
Key Benefits
TEA REX's Fresh Infusions combines 6 key benefits: Flavour Creating big fresh flavours consumers want to savour is how TEA REX’s has created a clear USP in a cluttered dried category. Using 2-5x more fruits, roots and leaves compared to a normal dried teabag our fresh infusions have real zingy flavours that surprise, delight and most importantly, don’t disappoint. Packaging TEA REX is the 1st food / drinks brands in the UK to use a recyclable squeezy Bio-Plastic tube made from the waste product of sugar cane production. This is a huge leap forward both from an environmental and usability standpoint for consumers. Infuser Launching the TEA REX reusable infuser adds a real ritual that acts as an anchor for many different occasions, as well as creating a sustainable brewing process. Brand A challenger brand that is proven to bring incremental customers to a fruit infusion - younger, affluent and health focused foodies aged 24-44yrs. Retail Channel TEA REX is aligned to where and how these new types of consumers wanted to shop. A digital first brand engaging consumers directly from their mobile screen directly to their doors step. Harnessing the power of the community to amplify messages as well as being agile to adapt to their insights and ideas. Ethos TEA REX taps in to the ethically sourced, sustainable, and totally natural mainstream movement demanded especially from 25-45 year olds. This is at the heart of our innovation and is constantly being developed and improved. Business Overview Since the launching TEA REX’s new range in recyclable tubes in April 2021 our D2C business has seen: - 8k new customers who purchased over 350k cups of TEA REX - 52% of customers are between 24-44 (30% at 25-34 / 22% at 35-44) - High website conversion average 8% - similar for females vs males - 130x 5* Star organically gained Trust Pilot reviews (Excellent 4.8/5 - https://uk.trustpilot.com/review/tearex.co.uk) - 1000’s of conversations and comments on social media platforms. Key online audiences actively buying TEA REX: Health focused Healthy Habits, Health & Wellbeing or Fitness and wellness Foodies Organic food, vegan nutrition, recipes, vegetarian foods, organic foods and natural foods Ethically conscious Sustainability, zero waste, ethically conscious products and natural products. Summary TEA REX’s fresh infusions connect with new consumers wanting real flavour, through a new channel aligned to their lives with a tone of voice which cuts through and excites them. Welcome to the Infusion Revolution.
Applications
1. Direct to Consumer (D2C) via our website www.tearex.co.uk inc. home / office / gifting 2. Direct to Trade (D2T) via our website www.tearex.co.uk and online platforms 3. Retail for home use - Channels inc. Major supermarkets, Speciality independents and online platforms e.g. Amazon / Not on the High Street 4. Speciality Foodservice (Hospitality inc. Cafes & Hotels)