Things haven't always been cruisy for T2... but now it's finding ways to expand and become more sustainable in the market.
👉 Background: T2 is the Melbourne-born tea brand known for its ultra-bright teapots and many, many types of tea. Think flavours like Canberra Breakfast and Blue Mountain.
👉 What happened: Things haven't always been cruisy for T2. The company was previously grouped in with 34 other tea brands to form the 11th largest division of Unilever... and T2 kinda got lost in the crowd. Now it's got a new private equity owner and things are starting to change.
👉 What else: T2's expanding even more overseas. We're talkin' a bigger presence in the US and entering Europe for the first time. And that's not the only thing T2’s changing. It reckons its sustainability efforts are helping it grow.
💡Consumers of premium products don’t just want high quality options, these days they also expect sustainable sourcing. 50% of premium customers say that what they fork out for is influenced by a brand’s sustainable and ethical stats.
💡In fact, gen Z is the generation most willing to spend 10% more for sustainable products. T2’s aware of this shift and they’ve shifted to match. 100% of T2's tea leaves are now sustainably or ethically sourced, compared to just 2% in 2018
💡So it’ll be interesting to see if/how T2 grows sustainably in the coming years.
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