Fifteen years after Unilever claimed a market first with PG Tips Pyramid, tea importer LPV International is introducing a cube-shaped teabag under the Chinese Lu Lin tea brand. Claiming to be the first of its kind, Tea Cubed comes in eight varieties, including Long Jing, Jasmine Dragon Pearls and Fujian Oolong.
The unique shape would provide the "highest standard of teabags ever made", said CEO Hans Verhoosel, a claim reflected in the £7.50 price tag for a box containing eight teabags. However, each bag makes a pot and can be used three times.
"The cube gives maximum volume, allowing us to use the whole tea leaves rather than dust or broken leaves, with space to brew," Verhoosel explained.
"The cube also stays firm, meaning the leaves do not get crushed inside."