Tea Forte introduces “visually stunning” new Bleu concept for travel retail


Sure to attract huge attention at the points of sale where it is featured, Tea Forte is launching the Bleu Collection, an exotic selection of artisan herbal teas that create a range of shades of blue when steeped.

Available on-counter in September, the Bleu Collection comprises five blends of tea that create a strikingly intense blue visual experience, says the company. These include Bleu Blossom, Blue Blush, Bleu Ginger, Bleu Hibiscus and Blue Mint. In travel retail, the Bleu Collection will be available in a presentation box of 20 infusers.

“The Bleu teas are visually stunning, and the spectacular tastes match the beauty of the presentation,” says Zachary Boiko, who is in charge of the brand for global travel retail (excluding the Caribbean and Latin America) at Miami-based ACTIUM.

Boiko joined ACTIUM from Starboard Cruise Services in February of this year to handle Tea Forte. He oversees travel retail worldwide excluding Caribbean and LATAM, which is covered by ACTIUM’s Beverages Division.

The sustainably sourced teas are all natural with no artificial colors or flavors. The five different shades of blue result from such ingredients as goji berries, flower blossoms and flavors including hibiscus (imparting a more purple shade) and butterfly pea flowers. Each has been orchestrated to offer a beautifully balanced taste experience. The blue color comes from the butterfly pea flower, with the other ingredients creating the different shades.

Tea Forte is all about the exceptional experience of tea, says Boiko. “The hand-crafted teas are presented in luxurious packaging, perfect for gifting. The brand is developing in the travel retail channel by focusing on its gourmet offer, which re-defines the contemporary tea experience and injects innovation and excitement in-store.”

Concord, Massachusetts-based Tea Forte is the global award-winning gourmet tea company known for its iconic patented pyramid-shaped infuser.

Tea Forte is currently available in travel retail in the Americas in JFK International Airport through International Shoppes and Duty Free Americas, in Miami International Airport through NewsLink, in Hawaii through DFS, and in Asia through Lotte. It is also launching the Bleu Collection in the Caribbean and LATAM, initially with London Supply in September, with more to come in the region in the near future.

The brand is also available in over 35 countries where it is presented at leading hotels, restaurants, prestige resorts and high-end retailers. Tea Forte has also been selected as the exclusive House Purveyor of premium teas for the renowned James Beard Foundation.