Pukka tea has become a cupboard staple.

With a mission to connect as many people as possible to the beauty and power of nature. Its product range is crafted to bring the healing properties of plants into the western world. Pukka is a proud B-Corp and brings to life its mission without compromise. From the quality of its organic practitioner-grade herbs, sustainably sourced from around the world, the continued scrutiny of its supply chain to be fair and ethical, through to the organic cotton string used to stitch the tea bags together.

When Pukka launched, the alternative tea market was in its infancy. There were fruit teas available but unless you were shopping in a very specialist health store, the average customer was unlikely to have come into contact with herbal teas. Pukka’s initial success came from growing advocacy through trial, getting target customers to have a sensory experience with the product. Getting a product into customers hands is a tried and tested method used by many successful FMCG’s as often the biggest barrier is a consideration, and a sampling experience enables the brand to be on the customer's radar. This is especially important if you have a brand that solves a need that customers are not yet aware that they have.

Building more mainstream awareness came with several challenges. With the UK having some of the tightest controls in the world when it comes to medical claims, Pukka were unable to advertise the health properties on the package (despite being based on Ayurveda, a practice that has been recognised for more than 5,000 years). The founder Sebastian Pole, became a recognised author bring the UK’s attention to the practice and creating a market for the products. Pukka’s strategy to grow the conversation around the healing power of teas helped create a demand which they could tap into.

In recent years, Pukka has invested in building a strong and identifiable visual identity with a strong on-shelf presence that people are proud to display in their kitchen. This strategy taps into the power of micro-communities to spread the brand message. Whilst communities are mostly referred to in a digital context, it is important not to overlook the power of real-life networks. By being visually appealing, they ensure that they are not shoved at the back of a cupboard, Pukka has opened up the opportunity for the brand to become a topic of conversation when guests come to visit.

Pukka has now diversified its portfolio beyond teas, but with each new range, the quality, taste or the commitment to never compromise never wavers.

Sprowt has no affiliation with Pukka Herbs, other than a deep-seated admiration and a cupboard full of their product. But, this is the type of work we know and love, so if you are a heart-led business, who needs some support standing out and capturing the hearts and minds of your target customers, get in touch.

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