Dragonfly wants to get more Brits drinking Rooibos tea, with an organic variety going on to shelves in Sainsbury.
Tick Tock Rooibos is grown organically in South Africa and is naturally caffeine-free, low in tannin and high in antioxidants, the company says.
A press campaign will accompany the launch of the tea, which is available in most multiples in a non-organic form. Dragonfly said it was the perfect hot beverage, in a market where consumers are increasingly drinking speciality, green, fruit and herbal teas.
Organic Tick Tock Rooibos is available in an 80-bag box (rsp: £3.49), a 40-bag box (rsp: £1.79) and in sachets.