Organic iced tea brand ChariTea has secured a nationwide listing with Waitrose.
ChariTea Mate, Red and Black (rsp: £1.95/330ml) have rolled into 141 larger Waitrose stores.
ChariTea Mate boasted a “naturally higher caffeine content” and a “characteristic smoky flavour” created by drying mate leaves over a wood fire prior to brewing, according to ChariTea.
Red is made from South African rooibos with passionfruit and agave, while Black is made from Sri Lankan black tea with “a twist of lemon”.
All are brewed from whole-leaf organic, Fairtrade tea and made without refined sugars, flavourings or artificial sweeteners.
They are sweetened with agave and would appeal to shoppers “looking for healthier alternatives to alcohol and sugary energy drinks”, said ChariTea
“Launching with Waitrose lets us bring our approach to quality and social responsibility to many more people at a time when shoppers are looking for drinks that hydrate naturally,” said ChariTea MD Julian Warowioff. “The iced tea category is growing fast, and we are excited to offer a more premium and conscious option with a retailer that shares our values.”
Founded in Hamburg in 2009, ChariTea first entered the UK market in 2015 amid growing demand for healthier, less sugary soft drinks.
The brand supports social impact projects via the Lemonaid & ChariTea Foundation, with 5p from every bottle sold helping to fund initiatives across seven countries.
So far, the foundation claims to have raised £11m, with its most recent project in Sri Lanka, focusing on protecting children’s rights against sexual exploitation.
“Lemonaid & ChariTea have always believed business can be a force for good and that soft drinks can fund real impact,” said Warowioff. “We are proud of what our community has helped us achieve so far and we want to push those boundaries even further as we grow.”
ChariTea is also available on Amazon and via the Drinking Helps website.
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