Sainsbury’s to sell hip tea brand, Charbrew, in 300 stores

Charbrew: Sainsbury's listing

Charbrew: Sainsbury's listing

Sainsbury’s is listing the hip tea brand Charbrew in 300 Sainsbury’s stores next month (July 2011).

Sainsbury’s is selling two of Charbrew’s unusual blends: Strawberry & Cream and Tropical Rooibos in boxes of 15 pyramids.

The Charbrew brand was created by the Global Tea and Coffee Exchange, set up in 2009 by North West Entrepreneur Adam Soliman. According to Soliman, the aim is to entice younger customers back to the tea aisle by offering more adventurous and exotic flavours compared with other brands dominating the shelves.

Charbrew claims to offer a high quality, yet accessible tea blended with whole fruit pieces, whole leaves and other vibrant ingredients.

The brand is already listed nationally in Lakeland, Booths, TK Maxx and HomeSense.

The company also exports to the US and France, and said it will soon be expanding into the Middle East.

The two flavours available at Sainsbury’s are part of a six-strong range that also includes: Black Tea with Sunflower Blossoms, Whole Leaf English Breakfast and the Charbrew Original blend which contains roasted almonds, pineapple, papaya and popcorn.

Charbrew teas come in tea pyramid bags, which have an innovative design and are fully biodegradable, made of specialised corn starch.

Soliman said: “There are lots of brands offering the same products but at Charbrew we aim to drive consumption by providing higher quality, different, full-tasting teas.  Our teas appeal to younger people with a more adventurous outlook.”