Pukka Herbs' new Morning Time tea has won a listing at Tesco without the buyer even tasting it.

The Bristol organic herbal tea supplier claimed the tea buyer had such confidence in the quality of the new blend (rsp: £2.19 for 20 sachets) that tasting was not required.

Morning Time, which hit stores last week, is positioned as a caffeine-free alternative to regular tea and coffee. Pukka's 24th variant contains red ginseng root, which "gently stimulates" the body, said co-founder Tim Westwell.

"Our teas have been a kind of bridge for people who want to quit caffeine and we expect Morning Time to be one of our bestsellers," he said.

The company's 2011 focus would be on consolidating distribution in the multiples.

Pukka has entered four new markets in the past year, including the US and France.