1. A Proper Cup of Tea

2. Our Cup of Tea We believe tea should be. That’s why our leaves are always rolled, not cut, preserving flavour and leaving nowhere for anything else to hide. This means you get loads of proper leaves, no dust, and an altogether tastier cup of tea.

3. 100% Tea We believe you need to be quite particular when making the perfect brew. You wouldn’t buy a wine that simply said grapes on the label, but often you’ll see an ingredients list that just says 100% Tea. We source all of our teas from countries and producers that we believe are best in class. We then stick it proudly on the box so you know exactly what you're drinking.

4. A Proper Cup of Tea Rather than inundate our tea drinkers with endless choices of blends, we prefer the less is more adage, placing a great deal of emphasis on a Proper Cup of Tea. You can see this in everything we do, from our rolled whole leaves and our fuller tea bags, right through to our on pack preparation guidance for customers.

5. What’s In Your Bag? Not all tea bags are created equal. Some have more tea, some have less. Some contain lovely whole leaf tea while others contain sweepings. The good news for you is that not only do our bags contain the best rolled whole leaf tea around, you also get more leaves in each bag.

6. English Breakfast It all starts with the nation’s favourite cup of tea. Often overlooked by whole leaf and speciality tea companies, English Breakfast is our most important blend and the anchor of our range. By focusing on blending the best cup of tea we can, we encourage our drinkers to trade up, making a permanent switch to whole leaf tea, rather than seeing it as an occasional treat.

7. Tastes Like It Smells We take the same approach with our fruit as we do with our tea. When coming up with our Fruit Punch we avoided processed fruit dust and steered clear of artificial flavour granules too. We plumped for the chunkiest pieces of fruit we could find, no artificial flavours, and naturally we crammed more into each bag. So, when given 5 minutes to work its magic, our Fruit Punch tastes exactly like it smells – fruity.

8. Not All Bags Are Equal Our tea bags contain up to 50% more tea per bag than other whole leaf tea bags, delivering a better taste. We are one of the only companies to use only rolled whole leaf tea. Emphasis on perfect preparation and knowledge – communicated on pack.

9. More Leaf, Less of Everything Else The tea found in bags of the past has been cut and chopped to a uniform dust. Meaning you don't get the best leaves and tasteless nasties like stalk can hide away unnoticed. Our leaves are rolled, not cut, preserving flavour and leaving nowhere for anything else to hide. Most importantly you get more leaf, less filler and an altogether tastier cup of tea.

10. Some Figures Habits are changing, younger folks are less likely to drink tea, but more likely to drink speciality, herbal and fruit teas – a market experiencing rapid growth. Existing brands are failing to resonate with younger consumers or to offer premium tea alternatives. This change presents a great opportunity as customers are on the lookout for opportunities to trade up opportunities. The NewThe Old Typical Age (1) 15 – 3465+ % Drinking Tea (1) 73%88% % Drinking All Of: (1) - Standard Black - Speciality - Herbal/Fruit 34%18% 25-34yrs Biggest users of loose tea.

11. Some Of Our Customers

12. There’s Something In The Water “It’s bitter but I drink it because it’s healthy” is what most green tea drinkers say. Controversial it may be, but we love green tea because it’s tasty. We use only rolled whole leaf, meaning it’s got more of the good stuff inside, and we cool our water before brewing for a smoother cup of tea - 1/4 cool to 3/4 boiling and you're good to go.