Herbal tea brands like Pukka have usurped traditional brew names such as Typhoo and PG Tips, over at supermarket Tesco.
The classic cuppa brands are being shafted for players which have a big focus on health benefits, as well as being sustainable, such as Twinings and Pure Leaf, in addition to herbal specialists Pukka, reports The Grocer.
Sixteen types of traditional tea brands sold in Tesco will be replaced with thirty three new herbal brands. Pukka alone will see 11 of their products added to the existing offering – including their Blackcurrent Beauty and Motherkind Pregnancy blends.
PG Tips, on the other hand, will see their 100g Earl Grey tea bags and 100g English Breakfast tea bags removed from the supermarket's aisles.
The move comes at a sad time for tea. Between 2010 and 2015 the overall volume of our national drink sold in the UK decreased by by 22 per cent, as coffee culture rides high.
As well as health being a probably factor (herbal teas don't tend to be taken with sugar or milk) brands such Pukka's sustainable credentials (all of Pukka's ranges have been certified as Fair For Life and the company donates to 1% For The Planet) may have something to do with their increasing popularity – recent research has found that 73 per cent of millennials are willing to pay more for a sustainable brand.
That's not to say that the classics aren't on board with the sustainability programme of course - PG Tips sells Rainforest Alliance certified bags.
This is a month of bold moves for Tesco – they've also declared that they'll no longer offer 5p plastic bags, instead, only 10p 'bags for life' and have pledged to pay the 'tampon' tax on their sanitary products.