AMSTERDAM, The Netherlands – Jacobs Douwe Egberts (JDE), is set to disrupt the tea category in the UK, Spain, Germany, Australia, US and New Zealand during 2019, with the launch of the local New Zealand-founded tea brand Ti Ora onto the global stage. Founded in 2016 TiOra, immediately caught the eye of JDE becoming part of their global portfolio following the acquisition of BrewGroup by JDE in the same year.
Through the launch of Ti Ora globally, JDE aims to tap into the growing consumer demand for premium tea and natural infusions. The launch also reflects the commitment of JDE, to maximising the combined value potential of leading local businesses that become part of the JDE coffee and tea family.
Monique Mahe, Marketing Manager 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 to other parts of the world.”
Literally meaning the “tea of wellbeing” in native Maori, Ti Ora not only provides new and unique taste options, but also invites consumer to reconnect with nature and supports a range of leading environmental programs:
Kate Williams – CEO, 1% for the Planet, said: “1% for the Planet is incredibly excited to be working with Ti Ora and we believe wholeheartedly in their mission of connecting people to nature. It is amazing to see the time and effort that their team has invested in developing partnerships with non-profts working to create a healthier planet. Together, we can achieve more than we can alone!”
With absolutely, no artificial flavours, a coarse cut and full chunk tea leaves, Ti Ora is inspired by the rugged New Zealand landscape. Each product in the range contains at least one ingredient sourced directly from New Zealand, packed in biodegradable, pyramid shaped tea bags. Variants in the eight SKUs available at launch include green teas, vibrant fruit and herbal infusions and an innovative twist on black tea.
Ophelie Doebler, Global Marketing Director Tea Brands, said: “We used to live in nature, but nowadays most of us live in cities, spend the majority our time inside and we sometimes we miss this connection. Through Ti Ora we invite consumers to reconnect with nature on a daily basis and take a moment to pause, reflect on the busy world around us.”
Supporting the launch, the “Welcome to New Tealand” campaign features tactical outdoor advertising placements, includes a full suite of digital media assets and invites consumers to experience a touch of nature through home delivery sampling.