Cross category tea blends bridge traditional retail categories such as energy and refreshment; and have successfully carved out space on the shelf next to functional beverages as low-sugar organic, clean label alternatives to fortified waters and juice.
Is there a dividing line that separates the enormous varieties and styles of tea into commodity and specialty or is tea quality best viewed as a continuum?
David Veal, Executive Director of the European Speciality Tea Association, explains the association’s new approach to differentiating specialty tea and why it will prove helpful.
