Balancing the binges: We Are Tea ‘everyday good’ range taps into Millennial trends

'One of the core philosophies of We Are Tea is this ‘everyday good’ idea – it’s how you can help somebody in a small, every-day, accessible way, and tea is one of those ways,' says nutritionist behind the functional herbal tea brand.

We Are Tea is the latest functional tea brand to tap into the Millenial generation's search for products that offset eating indulgences, according to an analyst. 

We Are Tea’s - developed in collaboration with nutritionist Amanda Hamilton - are described as a range of ‘super teas’.

It includes formulations for ‘body balance’ with yerba mate, nettle, dandelion, ginger and fennel sea greens; ‘skin radiance’ with Echinacea, dandelion, nettle, mixed red berries and calendula petals; and ‘tummy relief’ with fennel, chamomile, lemon verbena, holy basil, mint and ginger.

Hamilton says the range was born out of a discussion she had with We Are Tea founder Daren Spence about developing tea blends for her well-being retreat events – but the pair quickly realised there was broader potential in the idea of tailored tea blends.

She said the idea has captured the attention of retailers, with the teas on shelf in UK supermarket Sainsbury’s for a recommended retail price of £3.49 (€4.12) for a pack of 12 tea bags.

Small, accessible help

One of the core philosophies of We Are Tea is this ‘everyday good’ idea – it’s how you can help somebody in a small, every-day, accessible way, and tea is one of those ways.

"I think it’s a case of if you’re going to drink something hot five times a day, why not make it something that’s more helpful to your health, and a bit more personalised,” said Hamilton.

She said tea was a more practical delivery mechanism than products such as smoothies or fresh juices. But she also made clear the range was not claiming to “change everything”.

I’ve pulled together ingredients with the strongest base of evidence I could find, and that also taste good – but we’re not saying this will solve your digestive disorder if you drink this.

"It’s more a case that this is something that is tailored with ingredients that are associated with specific health concerns – but over and above that, on their own they also stand up and taste great. I’d say it’s more for people who are interested in well-being, and also enjoy tea,” said Hamilton.

When asked about the health claims made on pack, and how they had been vetted to comply with EU rules, Hamilton referred the question to We Are Tea, saying only: “We obviously looked around extensively at other teas on the market, and what terminology and wording they used.”

We Are Tea was unable to comment in time for the publication of this article. 

Offsetting millennial munching

This positioning as a 'lifestyle supplement' is in step with Mintel findings that younger consumers are increasingly looking to ‘detox’ products to offset their sometimes over indulgent eating habits.

Detoxification benefits will continue to have potential, particularly amongst millennials and any consumers who subscribe to the ‘balance or bust’ approach to eating,” Mintel global food and drink analyst Jodie Minotto said. 

That the increase in launches of detox tea comes at a time when much growth in developed tea markets is being driven by tea based on botanical ingredients is no coincidence.

"Detox teas largely utilise botanical ingredients, as well as green tea, yerba mate and rooibos. The most commonly used ingredients include ginger, liquorice root, cardamom, nettle and mint,” she added.

Minotto said 71% of detox teas make digestive health claims, highlighting the focus these drinks have on not only being 'pure and natural', but also on expulsion of toxins from the body.

She said there was significant market interest in these kinds of tea.

Detox teas feature in the core range of many hot tea brands, but typically niche, herbal tea brands such as Celestial Seasonings, Pukka and Yogi Tea. In recent years however, brands associated with standard black tea and mainstream usage have broadened their ranges to take advantage of the growth in tea varietals, herbal and fruit infusions," said Minotto.

Most notably, Lipton launched a Detox tea in Portugal in 2015. It utilises herbal remedies such as meadowsweet, hibiscus and ash that they claim are traditionally used for detox. The brand joins its competitor Twinings, which added a Detox tea to their range several years ago.” 

Related News

'Apart from the ‘glam’ factor, edible flowers have important nutritional characteristics and can constitute new sources of bioactive compounds,' says researchers. ©iStock/Avdeev_80

'An unexplored niche': Edible petals as a promising nutrient source

We take a look at some new tea products around the globe. Pic:iStock/RedKoalaDesign

What’s hitting the shelves? Spotlight on tea

The unfamiliar concept of organic has caused some suspicion in China. Pic: © iStock

Zhaolong Foods to produce China’s first gum with organic tea ingredient

Speakers at the congress provided data and insights into the mechanisms of dietary polyphenols.

What we learnt about tea & coffee at the polyphenol world congress

Dr Carmela Spagnuolo, from the Institute of Food Sciences, National Research Council in Italy, presents her research involving elderberries.

3 berry interesting ideas about polyphenols

The €1.62m-project PUReOPE wants to make polyphenols from brewing, distilling, malting and cereals sector waste common place. © / mrdoomits

Pint of polyphenols? Culture shift needed to find value in brewery waste

Photo: iStock

Polyphenol and fiber from dried fruit, green tea, may attenuate blood sugar levels

Supplement start-up looks to offer a 'modern yet natural solution for a world in which healthy fasting has become more difficult'. © / alexkich

Not so fast: First fasting supplement takes cautious approach to claims


Tea and grape compounds show mitochondrial benefits for overweight & obese people

They found evidence for the benefit of 30 different compounds including alpha-linolenic acid, quercetin and resveratrol from sources like green tea, cocoa, red wine and citrus fruit. © / mady70

Antioxidant therapy: Could polyphenols reverse endothelial dysfunction in diabetics?

The bottle's enso circle design: 'Zen monks draw these after meditating' Pic: Naka/Press

‘A key part of our expansion is the reach to universities’: Naka’s ‘drink to think’ approach

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.