TV chef Brian Turner is on a mission to change consumer perceptions of hot beverages.
The Ready Steady Cook regular has teamed up with sales and marketing company Novantia to launch premium teas and coffees, each sourced from a single estate.
He wants to encourage people to take the same discriminating approach to premium hot drinks as they do to wine.
Pearl Mountain Indian and Brazilian Tera Senta coffees and Indian tea will go into retail outlets from the end of April.
Simon Webster, marketing director at Novantia, said: “At the moment, sophistication is all about format - latte, cappuccino and so on - rather than the quality of the beans.”
A share of the products’ profits will be ploughed back into the estates’ communities.