Unilever is set to revitalise the tea category with the launch of Pure Leaf, a new range of ”expertly crafted”, ethically-sourced long-leaf tea. The launch will be supported by a £2m marketing investment, including PR, digital and sampling.

Available from March 1, Pure Leaf offers consumers the opportunity to enjoy both loose and bagged tea varieties using leaves picked at the peak time of freshness. Pure Leaf has been blended using some of the finest ingredients of long leaf teas, herbs, and fruit pieces to create teas with a distinct character, delicate flavour and aroma.

Pure Leaf teas are single origin and sourced from certified Rainforest Alliance estates around the world including India, Kenya, Indonesia and Sri Lanka. The tea is packed in transparent jars to allow the quality of the ingredients to speak for themselves. The innovative and distinctive range has been designed for tea lovers, and expertly crafted by tea masters.

The Pyramid tea bag range (16 bags in each jar, rrp £3.99) includes: Black Tea with Vanilla, Black Tea with Berries, English Breakfast, Earl Grey, Green Tea with Jasmine, Green Tea with Mint, Gunpowder Green Tea and Chai.

The loose leaf tea variants (RRP £5.99) are Himalayan Darjeeling and Earl Grey.

Nisha Singadia, brand manager for Pure Leaf at Unilever UK says: “We know that Britain is a nation of tea lovers and there is a growing trend for speciality and herbal teas. We are aiming to capitalise on this opportunity with the launch of Pure Leaf. The delicious new range has been expertly crafted to deliver a genuine tea-drinking experience so consumers can enjoy the taste of pure tea.

“With 10 delicious flavours available, there’s a flavour to suit a range of tastes – from your classic English Breakfast to our signature Black Tea With Vanilla flavour which combines black assam leaves with Madagasacan vanilla and bright marigold petals.”

To find out more about Pure Leaf visit www.pureleaf.com/uk