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T

Thankfully we haven’t had to resort to espionage for our blends and
teas and have been able to gain knowledge from ancient and shared
traditions from all over the world.

THE

TEA THIEF

Make Every Cup of Tea Healthy and Fun

P eople have an innate sensitivity to color, and different colors bring different

associations. Such associations are often useful for color marketing. As a result,
popular colors become an important indicator of what people are buying each
year. In the food sector, however, many times consumers buy products that
look great, at the cost of more sugar and additives. How to make products both healthy and
fun has become the proposition of many brands. Recently, we stumbled upon a tea drink that
replicates Very Peri—the color of this year. It is a color experiment by The Tea Thief, a pure
tea brand in New Zealand. The drink contains natural ingredients such as butterfly blue pea
flower, lemon, ginger and coconut juice. Though it is a relatively new tea brand, we discov-
ered that the founders, Ruth and Dave, prefer to stick to the spirit of the tea ceremony. During
a time when health and fun seem antonyms, how does The Tea Thief break the perceptions
and pours tea into people’s lives in a fun way, while also preserving its nature?

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