Brand is What a Brand Does.

This phrase was bandied around a lot when I used to work in advertising and always resonated, but as a brand Founder it has come to mean a lot more.

I’m incredibly fortunate, I had 10 years cutting my teeth in an amazing industry - making ideas happen with marketing. Turning sketches into newspapers adverts, bringing scripts to TV screens and digital doodles to your Facebook page. Making things happen for clients wanting to get their message out in the world. The work is something to be proud of, but it is the people that really make it. There is no the industry on earth where such a brilliant, bizarre and bonkers group of eclectic people combine to create great stuff every day…it’s their job. I loved it. But the downside of the marketing world for me was that it was ‘for clients’… you were not taking your own ideas forward and hence not getting the real rewards for your ideas. 

At this point it’s worth mentioning: I’m dislexic, dizlezic…dyslexic. Umm, who on earth decided to spell it this way! Because I have struggled to express myself through written words, I have instead relied on creative thinking to develop an idea and then ‘doing’ to deliver it…. With a view to playing to my strengths, I’ve always held an ambition to create an opportunity to make ideas happen. I wanted to build a business with creative culture and the buzz of an agency, but with a product I owned.

So, I saved up, left a safe and comfortable job and launched my own challenger brand to take over the world! It’s taken two and a half years, but I have invented a product and a built brand that is now listed in Sainsbury’s. This has been achieved through a lot of ‘doing’, just giving it a go… along with a bucket load grit and determination.  For example – I won a place at the BBC Good Food Show after entering six sachets that were made in my home kitchen which led to having to make 4000 by hand two months later. I have pitched to retailers first thing on a Monday morning, without having a meeting booked, which in turn got TEA REX listed… and this brings me on to the stunt at Sainsbury’s Colliers Wood last weekend where we unleashed 20 8ft2 TEA REXs. 

I wanted to use the way we launched our game-changing colourful infusions to bring attention to the wealth of creative careers open to young people with dyslexia. This launch with Sainsbury’s Taste of the Future is momentous for TEA REX, what better time to shine a light on a message that can resonate with young people who may need that extra confidence boost. There can be some trepidation about entering the world of work for those who struggle with written work at school, so I wanted to offer this an internship to local school or college leaver who could do with mentorship and experience in the real world. The startup world is ideal for people buzzing with big creative ideas, a sleeves rolled up attitude and those willing to learn on their feet and I’d like to offer one person a paid internship with TEA REX at this huge time for us. 

HOW TO APPLY

In a one minute video, on any format, either via social media or an online download, let me know why you’d like to get your sleeves rolled up and work for TEA REX what you would bring to the startup.

CONTACT

intern@tearex.co.uk

DETAILS

Internship: 2-4 week paid internship

Location: Live locally enough to  be able to travel to Raynes Park and Islington

NOTE

No PowerPoints

No PDFs

No CVs

 

TEA REX has been unleashed at Sainsbury’s!

Wow, that sounds good.

Taking this shot (above) outside our first supermarket store is a real rite of passage for any drinks startup. In the midst of a huge push to get this listing live it was an amazing moment to stop and take it all in. Fruit infusions can taste as good as they smell and it has been brilliant to have Sainsbury’s backing this new, fresh category.

We're part of the first 'Taste of the Future' bay driven by the Future Brands team at Sainsbury's HQ.  They spotted us at a YFoods event last March, back when Tea Rex was still a chilled product, and, in a very open, positive discussion, their feedback was that an ambient product might make all the difference. They actively followed us on our journey over the next few months and when we cracked our final version, which did not need to be chilled, things ramped up quickly.

69 stores. 12 weeks. If customers love us, we’ll stay…

… so, if you’re near a store please pick up a pack and help keep us local to you and achieve a longer term listing. We've uploaded a nifty store locator here

50,000 cups drunk this month… Bring on the 500,000!

Over and out.

Andrew

Andrew Walker launched his new business, TEA REX, at the BBC Good Food Show in November 2016 and the company have already been recognised for their work.

The world’s first 100% fresh single serving fruit and root tea, TEA REX, have won two Great Taste awards, a Quality Food Award and were also shortlisted for a World Food Innovations Award.

A Great Taste Award was given for the Wakey Wakey Rise & Rawr tea - a cup of zingy lemon, fresh root turmeric and ginger tea. A second award was for the Rawrsome Berry Time tea, which features blackberries, blueberries and raspberries as well as ginger root and lemon.

The business also won the Small Producer of the Year Award in the Quality Food Awards’ drinks category. Judges said they were impressed by the “passion, drive and love” that went into the business. As part of the award, Andrew will have the opportunity to work with the Co-op to supply the community retailer.

Founder, Andrew, said about his company:

“In a rapidly growing fruit and herbal tea market, with an increased consumer demand for wellness-focused natural products, there is a game-changing opportunity to create a new category in fresh infusions. Fresh ingredients like turmeric, lemon and ginger have been brewed as revitalising remedies for 1000’s of years.

However, dehydrated fruit teas on sale today just don’t ever taste as good as they smell. This is because drying and over-processing has compromised natural goodness and flavours. Think - when was the last time you had powdered egg or milk? So why are we still drinking dried fruit tea?

We’re on a mission to change this by inventing a fresh alterative which delivers the most nutritionally dense and flavoursome cuppa in the category.”

Alumnus Andrew graduated from Loughborough in 2006 with a degree in Industrial Design and Technology.

Congratulations to Andrew and the team on their success.

Check out the feature piece here:

 

Speciality Food Magazine asked TEA REX for it's take on innovation within the drinks industry. Our founder Andrew obviously jumped at the chance - See what he had to say below:

"The current drinks market is full of a whole host of new brand launches with innovation as a key selling point.  However, when you look a little closer, beyond the label, genuine innovation is few and far between.  The brands that really stand apart combine both new product thinking and great brand delivery – here are a couple of examples:

TAPPED birch water harvests nutrient rich water by literally tapping trees for 15mins per bottle.  This is a new process in the market, but what makes this the complete product, is their unique round drinks bottle to emulate a birch trunk. Simply obvious, yet highly effective.

Another category owning brand just by virtue of their clever name, is ‘PHIZZ’ with their effervescent rehydration tablets. Previously you have had to hold your nose while you drank these dissolved tablets as they are a means to ending a hangover or upset stomach. In short PHIZZ tastes good, but also look tasteful. They are a lifestyle product, not just a lifesaver.  This innovative positioning opens up whole new market for consumers looking for healthy hydration on the go.

There are a lot (a lot) of options to get your coffee fix out there in a cold format. Jimmy’s Iced Coffee really kicked this off bringing a great tasting beverage to the masses.  Since then the market has been flooded by products which have a factional difference, but the new coffee sodas from guys at Sandows really standout. Fizzy, cold, spiced (or citrus) coffee in a can? Wacky yes, but a totally original taste wrapped in a well-designed stubby beer tin – surprisingly refreshing all round.

In the fruit tea market consumers have accepted that a fruity cuppa smells great, but tastes of dishwater. This is simply because when you dehydrate ingredients you lose flavour… when was the last time you had powdered egg or milk? The solution is simple – go fresh.  To go against the beige bag status quo we have invented a new format and delivery method to bring this to market. But, as with the brands above, it is only when you combine the innovation into a brand which intrigues and engages consumers, will it turn in a real category game changer."

Some of the exciting recent press about our delicious fruit infusions. It's been great meeting so many people over this past year and it's always epic to get such support.

Read more

As you guys might have seen (because we haven't stopped talking about it) this January we have launched in Whole Foods. As our first major retailer this is a really exciting step for us and we can't wait to see what 2018 has in store. 

You can find our WAKEY WAKEY and BERRY TIME blends in the chiller section near the yogurt and milk drinks... 

In the next few months there will be plenty of news to announce, including more places for you to buy our RAWESOME fresh fruit and root infusions from. 

TEA REX has at pop-up at Sourced Market, St. Pancras. For one month only, serving up fresh hot fruit infusions to cold commuters. 

Read more

TEA REX has been shortlisted for ‘Best New Brand or Business’ in the World Innovation Food Awards. This nomination follows winning the 2016 BBC Good Food Show Award and being listed by Speciality Food Magazine as one top faces to look out for in 2017.

"In such an over described under flavoured marketplace our brand is our main weapon to cut through and stand out, so it’s great to get recognised for making the right noises." said founder Andrew Walker

 

Andrew / Founder

Just under 10 months ago from launching at the BBC Good Food Show it was announced on Tuesday that TEA REX has won two Great Taste Awards. This is a massive milestone for us in our journey to creating a new fresh fruit infusion category. We’ve gone from making every sachet by hand in our kitchen to being backed and produced by one of the UK’s largest and most innovative manufactures. We see Great Taste as the Oscars of the food world and it’s a mark we are very proud to add to very pack from now on.Lots to do, but for now I’ll leave you with the comments from the judging panel:

WAKEY WAKEY RISE AND RAWR

"Wow what delivery of concept! Great theatre at the table! A clean infusion, refreshing and zingy. Slightly sharp and a little acidic. A bold blend that delivers a punch for sure. Good balance of turmeric."

 

Andrew / Founder

TEA REX – RIP RAWRING BERRY TIME

"Exciting concept! Rhubarb pink in colour once infused. Very fresh, clean pure and alive, complementary partners. Whilst delicious, the soft and delicate flavours would benefit from extra depth of flavour."