December 11, 2017

New Scandi-cool tea brand heats up the market

A new luxury tea brand, steeped in the mindful Danish concept of Hygge, recently launched in the UK and is already making significant in roads in the tea market.

Hoogly Tea, developed by Danish tea enthusiast and Brighton resident, Tina Gloggengieser, is a unique range of natural and ethically sourced green, white and black teas, herbal infusions and oolong. The indulgent blends and unusual flavours – all beautifully presented – have resulted in a new unique offering in the tea market.

In January, high-end retailer Selfridges will be taking on eight Hoogly Tea blends, while the luxury tea is now also available at 450ft above ground level, on the BA i360 observatory tower in Brighton, as well as on the menu of several five star hotels and Michelin star restaurants.

Tina said: “Hoogly Tea has already make inroads in an increasingly competitive tea market. Once dominated by the main tea suppliers, Hoogly Tea is filling a gap in the market for unique and indulgent tea blends – that can be consumed as a hot or cold beverage.

“The UK tea market and the marketing of tea in the UK is increasingly geared to a more sophisticated and knowledgeable tea drinker. The consumer has welcoming the unique, indulgent Hoogly blends and the lifestyle concept of Hygge that goes with it!”

Using the best possible ingredients and natural flavourings, the focus for Hoogly Tea is on indulgent, comforting blends. All blended is done by hand in the UK. This gentle treatment of the ingredients, without the use of machines, ensures that each blend retains its high quality flavour and health properties throughout the production process.

Drawing on the central themes of hygge: togetherness, food and celebration, the blends include Around the Fire Black Tea – a combination of smoky tea leaves, warming spices, safflower and crushed chilli; Baked Apple Chai– a base of Mellow Sri Lankan tea with apple, ginger, cinnamon and cloves; Sparkling White – Chinese white tea with apple, lemongrass, elderflower and rosehip, as well as dessert-like blends such as Chocolate Brownie and Rhubarb & Vanilla.

Available as loose leaf and in tea pyramids ingredients are always in ‘whole leaf’ format. This means they have undergone less processing than the ingredients used in other offerings currently on the market. The larger size of Hoogly’s tea pyramids and the durable properties of the 100 per cent biodegradable filter material (made from corn starch) allows Hoogly to use premium whole leaf ingredients. Tina said: “Other tea brands cut their ingredients down considerably, a process during which some of the quality of the original ingredients can be lost.”

Achieving preferred supplier with Conde Nast Johanson’s portfolio of luxury hotels and spas and partnering with Sunday Times best seller, Miek Wiking’s Little Book of Hygge has also helped Hoogly Tea, as a start up, gain traction.

Hoogly Teas are hand blended and packed in the UK, ethically sourced and fairly traded. The biodegradable tea pyramids are soil association certified.

Hoogly is available to buy on-line and through selected retail stores. For more information, tea tasting opportunities or potential stockist enquiries contact Hoogly Tea at www.hooglytea.com.