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Newby Teas redesigns its classic tea bag collection.

Newby Teas of London has relaunched its Newby Classic Tea Bag Collection with new designs inspired by the founder's private collection of tea accessories.

Newby's in-house creative team partnered with London-based branding consultancy, Lewis Moberly, to develop the new branding, which matches each tea's palate with unique pashminas. Each textile is from the private collection of philanthropist and Newby founder, Nirmal Sethia, who owns the world's largest private collection of tea accessories, the Chitra Collection.

"For the relaunch, we chose the timeless theme of craftsmanship, which perfectly reflects our mission to revive an age when people took their time to appreciate tea," said Aneta Aslakhanova, global marketing director at Newby Teas.

"We are reviving the luxury and flavour of tea as it was centuries ago, when tea culture and craftsmanship were at their height," said Gwen Hustwit, general manager, creative and marketing.

Each of the 25 varieties in the collection have been illustrated by a different detail taken from the private collection of vintage Indian pashminas owned by the Late Chitra Sethia, wife of Newby's founder. The pashminas have been in the Sethia family for over two centuries. "We are passionate about preserving the flavoured character of our teas, just as my family preserved their priceless pashminas over the centuries," said founder Nirmal Sethia.

The tone of each design reflects the character of the tea; from deep green patterns for Oolong teas, to lighter shades for light, delicate, green teas. The range also features classics such as Assam and Darjeeling, along with a selection of Newby's specialty blends such as Black Tea & Thyme and Rooibos Orange. The newest addition to the collection is Earl Green.

The Classic Tea Bag Collection, includes:

* Black Teas: Assam, Darjeeling, English Breakfast, Indian Breakfast, Earl Grey, Masala Chai, Black Tea & Ginger, Strawberry & Mango, Black Tea & Thyme;

* Oolong & Green Teas: Milk Oolong, Ginseng Oolong, Green Sencha, Jasmine Blossom, Green Lemon, Oriental Sencha, Moroccan Mint, Earl Green;

* Tisanes: Chamomile, Peppermint, Verbena, Rooibos Orange, Rosehip & Hibiscus, Summer Berries.

The teabags are presented in individually-wrapped sachets. All Newby Teas are blended and preserved in the company's condition-controlled facility in Kolkata (rated the maximum grade of A+ by HACCP for food safety standards).

The Classic Tea Bag Collection is served in Blenheim Palace, Radisson Hotels, Bath Priory and the Hyatt Regency. It is also available online at Newby's e-boutique (www.newbyteas.co.uk) and retails at between 4.40 [pounds sterling]-5.50 [pounds sterling].

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Title Annotation:COMPANY NEWS; Newby Teas of London
Comment:Newby Teas redesigns its classic tea bag collection.(COMPANY NEWS)(Newby Teas of London)
Publication:Tea & Coffee Trade Journal
Geographic Code:4EUUK
Date:May 1, 2017
Words:405
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