Reimaging a whole beverage class, not to mention the world’s hottest beverage, is formidable to say the least. However that’s simply what New Brunswick’s Tracy and Rory Bell have got down to do with their Millennia TEA brand.
The couple was impressed by a household well being scare again in 2016 to rethink what they have been consuming. Particularly, they started researching neutralizing free radicals (molecules within the physique with an unpaired electron, which in extra can result in mobile membrane injury and put sufferers at better danger of varied illnesses) through antioxidant-rich drinks.
The Bells found that tea leaves have a excessive quantity of EGCG or epigallocatechin gallate. In my latest interview with Tracy Bell, I found the benefit at which she will be able to rattle off this multisyllabic phrase for this polyphenolic compound (catechin), wealthy in antioxidants, present in tea leaves.
Bell’s background as an on-air character for CTV little doubt is a assist. The couple, who weren’t tea drinkers on the time of conceptualizing Millennia TEA, dug into analysis, performing quite a few research on numerous tea sources and preparation strategies to find out one of the best ways to ship a product with highest potential quantity of EGCG.
To ship the utmost EGCG the couple found they must change into a disruptor within the class. Tea leaves lose a lot of their EGCG through publicity to warmth, gentle and air, all of that are a part of the standard drying course of used to make the dried tea leaves we usually devour.
The Bells set sail on an expedition world wide, not solely searching for the proper tea, but additionally new applied sciences to seize the elusive antioxidant. The final word discovery was the necessity for a brand new technique of preserving the recent tea leaves.
The method they developed of selecting, instantly washing and instantly flash freezing tea leaves doesn’t sound advanced or revolutionary however for an business steeped (pun supposed) in historical past, promoting “recent” tea leaves definitely was recreation altering.
Add within the logistical challenges of the method and protecting the leaves frozen till they attain the buyer, it doesn’t take lengthy to find out the complexity of the Bells’ “easy” course of.
They landed on Sri Lanka as their supply and set upon the work of establishing the required infrastructure and partnerships to place their new patented course of to work and the logistics of getting these leaves to Canada of their frozen state.
By 2018, the couple was able to go to market, beginning — as many small companies do — with native and regional retailers.
Now the laborious half. How do you promote frozen tea leaves, present in grocery freezers, to a shopper in search of dried tea leaf merchandise obtainable within the espresso aisle?
The corporate got down to rethink what tea could be for the tip customers. The Bells see their teas as not solely a beverage, however an ingredient, a superfood the truth is, that may be added to soups, sauces and all types of recipes. In the end although, Tracy Bell says, “Millennia TEA is fueling wellness and preventing sickness … that’s why we’re creating a brand new world class of tea.”
Most just lately, Millennia TEA introduced a deal to distribute by means of Loblaws, house owners of the Atlantic Superstore, Fortinos (Ontario) and different grocery retailers all through Canada, instantly doubling their distribution. The corporate had beforehand signed offers with Sobeys and Complete Meals.
What’s subsequent? The Bells are doubling down on their funding by doubling their employees in an effort, in line with Bell to “enhance our gross sales velocity in retail. It’s one factor to get on a shelf (or, within the case of Millennia TEA, within the freezer) and a wholly totally different factor to get it off the shelf.”
Vegan superfood Key lime pie
Recipe by Bailey Campbell
Substances:
- 2 cups graham cracker crumbs or gluten free graham crackers
- 9 tbsp vegan butter, melted
- 2 Millennia TEA Superfood Cubes
- 1 cup uncooked cashew (soaked for 4-6 hours then drained.
- 3/4 cup full fats coconut milk, shaken or nicely combined
- 1/4 cup coconut oil
- 6 to 7 Key limes (juice, zest) or 3 to 4 common limes (juice, zest)
- 1/3 to ½ cup agave nectar or maple syrup
- 1 tsp vanilla extract
Instructions: Preheat oven to 350 F and put together a pie pan. Utilizing a meals processor, mix graham crackers until they’re very nice. Then add melted vegan butter and pulse to mix. Distribute evenly in pie pan and press down with backside of a glass to flatten. Poke holes in crust with a fork to launch air so the crust doesn’t bubble. Bake for 10 minutes or till golden brown. Take away from oven and instantly press down with the underside of a glass once more to flatten crust. Put aside to chill. For the filling, add all remaining substances to a blender and mix on low for 20 seconds, then on excessive till every thing is tremendous creamy. Style and regulate flavour as wanted. Pour filling into ready pie pan as soon as fully cooled and faucet on counter to launch air bubbles. Then put in freezer to set for 3-4 hours or till the pie has set. Thaw pie earlier than serving by eradicating from freezer for roughly quarter-hour.
Mark DeWolf is SaltWire Community’s inventive director of foods and drinks.