First Fairtrade beverage brand to enter the iconic Harrods food department

Fairtrade-certified soft drinks Lemonaid and ChariTea have today, 21 July 2015 hit shelves at Harrods in London.

Made by Lemonaid Beverages, an ethical beverage company founded in Hamburg, Germany in 2009, Lemonaid and its sister ChariTea were launched in the UK in May this year, and are currently available in Selfridges, Whole Foods Market, Daylesford and independent cafes and delis. The launch at Harrods is another step for Lemonaid towards establishing its growing position in the European market.

The Lemonaid and ChariTea blends are acknowledged for their 100% organically grown ingredients, distinguished ‘homemade’ taste and natural flavour, as well as dedication to Fairtrade.

Lemonaid Beverages works directly with farming communities in countries such as Sri Lanka, Brazil, and South Africa, where the raw ingredients for the brand are grown, ensuring stable income and Fairtrade Premium that farmers use to invest in vital social, business and cultural projects.

In addition, five pence from every bottle purchased goes towards the company’s own charity to support a variety of development aid projects, such as the CCDA Training Centre for Rural Development in Paraguay.

Julian Warowioff, managing director for Lemonaid Beverages UK, said: “We are overwhelmed by the feedback we have received from British customers so far. A lot cherish the fact that a soft drink can help others beyond just quenching their own thirst. We are thrilled that Harrods supports our mission for ethical, sustainable and low-calorie soft drinks that give back.”

James Bennett, head of brand and out of home accounts for the Fairtrade Foundation, said: “This is an exciting opportunity for Lemonaid and illustrates there is a growing demand from UK shoppers for ethically sourced produce and brands that work directly with their producer partners.”

“Fairtrade today reaches millions of vulnerable farmers and workers in more than 70 countries – thanks to the ongoing support of consumers, campaigners and businesses around the globe. We’re delighted to have Lemonaid in the UK and we hope their launch at Harrods will pave the way to similar initiatives for other brands. More sales on Fairtrade terms means more Fairtrade benefits for farmers, workers and their communities – and more lives transformed.”

The Lemonaid brand comes in three varieties of sparkling soft drinks made with fresh fruit juices: Passion Fruit, Blood Orange and Lime.

Four real brewed, naturally sweetened iced teas – black, green, red and mate – retail under the ChariTea brand. Retail price: £1.69.