Quality, environmental responsibility, culinary trends
According to Hartman Group, “Pure Leaf not only promoted the quality of its tea brewing but also featured UPCs with very low sugar counts, including unsweetened teas, insulating themselves from the anti-sugar consumer trend. It also promoted its Rainforest Alliance Certification. Finally, the brand has also tapped into the culinary side of tea in a campaign with celebrity chef Gail Simmons, who created Kentucky Derby tea-infused recipes.”