14 January 2007
HoReCa market lacking in quality tea, says leading tea expert

Company establishes regional headquarters in Dubai

Dubai - Newby Teas of London, the world's super premium tea brand, has set it sights on the Middle East's US$2 billion tea market, with an aim to secure a lead position in the hotel, restaurant and catering (HoReCa) business in the region.

At the brand's official market launch yesterday, the company stated that the region's HoReCa sector is reckoned to be valued at between US$200 million for tea, which Newby is preparing to take a slice of. The company is expecting a US$50 million market share in five years, covering both general consumer and the hospitality industry.

N.K. Sethia, Chairman of the N. Sethia Group and founder of Newby Teas, said: "Tea's soaring popularity over the last few years has left us in no doubt as to its endurance as a beverage. In terms of the business, the region is under serviced in terms of quality tea and considering the high standards that most people have here, we have been surprised at the lack of premium teas available. We want to offer the best to the best; consumers must have the opportunity to choose the finest."

Valued at an estimated US$20 billion, the Middle East region accounts for approximately 10 percent of the worldwide business, and is reckoned to be twice the size of the coffee industry. The company is looking to establish the brand across the GCC in the coming months, and Newby Teas will be distributed exclusively through Geralt ME LLC.

Founded in London in 2000, Newby Teas were created to revive the tradition of tea consumption across many societies around the world.

Newby has a very rigorous testing and selection process. For their traditional teas, Newby buys only first and second flush teas from select estates. The company has its packing facility in UK and India, and has also developed a state-of-the-art preservation facility in Kolkata, India. This one-of-a-kind facility was developed to ensure that the tea leaves retain their original character and freshness; including appearance, aroma, colour and flavour.  Newby's entire storage facility not only has continuous air conditioning but also has humidity control systems, air-purifications systems and the most hygienic environment possible to prevent cross contamination.

Ranging from traditional tea flavours, tisanes and infusions, Newby Teas offers a portfolio which comprises more than 100 different flavour combinations. From its Jasmine and Darjeeling loose leaf teas, to its own blend of herbal tisanes, Newby Teas offers a range of infusions to suit any time of day, or palette.

The multi-award winning brand picked up a slew of certificates from the The Guild of Fine Foods - Retailers Great Taste Awards in 2006. Considered as the as Oscars of the food industry, Newby won the only gold for it's Jasmine 125 gms caddy, a Silver for it's Darjeeling 125 gms caddy and the Bronze for it's English Breakfast 125 gms caddy, making a clean sweep of the leaf teas category.

Newby is the chosen brand for a number of the top five star London hotels, including the Grosvenor House Hotel, Claridges, and Jumeirah Group's The Lowndes Hotel. Newby is the only Super Premium Brand of teas according to the classification at Russian Customs and it can be found at a most of leading five star hotels in Moscow, including the Ararat Park Hyatt, Marriott Grand, Marriott Aurora, Holiday Inn, Metropol and Le Mridien Country Club.

Mr. Sethia concluded: "Once you have tried Newby, you would not want to try others."

-Ends-

Notes to Editors:
Newby Teas (U.K.) Ltd. is part of the family owned N. Sethia Group, a business with over three generations' experience in the tea industry. In 1998, with the vision of its Chairman, who had started his working life as a teenager on a tea plantation, Newby became the first tea company in the world to offer its premium quality teas to the general consumer market. Newby's management believes that the search for quality is a never-ending process and so strives to enhance the quality of its products on a continual basis.

For further information, please contact:
Rami Halawani
Kate Mullen
Asda'a Public Relations, Dubai
Tel: +971 4 3344550 (ext: 404/403)
Email: info@asdaa.com

© Press Release 2007