Millennia TEA Now Carried In Sobeys Stores Across Canada
SAINT JOHN — A New Brunswick startup that created a new way to enjoy one of the world’s oldest beverages will now be carried in a national grocery chain.
Millennia TEA, the first company globally to wash and flash-freeze fresh-picked organic tea leaves (instead of cooking them) has partnered with Sobeys, which will carry Millennia Tea’s products in its freezer aisles across the country.
Millennia TEA co-founder Tracy Bell said working with a Canadian grocery giant rooted in the Maritimes to bring a Maritime innovation across the county was a natural partnership, especially with Covid-19 forcing the company to pivot its business plans.
“The natural path to market for a specialty wellness product such as ours is through health stores first, and we had all kinds of interest from health-food buyers for our raw tea,” said Bell in a release. “But as soon as the pandemic hit, the health industry stopped taking on new innovative products, and we needed to quickly re-think our business model.”
At the time, the company had just been accepted into Sobeys’ Support Local program, where they give small businesses the chance to sell in stores near them. Millennia TEA had their product carried in 10 stores in the region just before the pandemic hit. The initial launch was well received and demand started to grow.
“Our presence in Sobeys grew over the spring and summer to more than 30 locations in New Brunswick and Nova Scotia,” said Bell. “So when we asked Sobeys if they would consider working with us to bring fresh tea to the rest of Canada, we were thrilled when they said yes. And to be able to bring that plan into reality is a dream come true.”
Millennia TEA is now available in Sobeys and Safeway locations in Canadian cities from coast to coast. It can be found in the frozen sections, next to the frozen berries and smoothie kits.
It’s a big milestone for the Saint John company, which was founded by Bell and her husband/business Rory when they had a cancer scare in their family and were encouraged by health professionals to find the most antioxidant-rich tea they can find.
The experience created a company with a mission to provide the freshest, most nutrient-rich tea products anywhere and bring them to everyone who wants it, and establish the global category of “fresh tea.”
“Our vision is for a world where tea is enjoyed together in a powerful, healing way as it was a millennia ago,” said Bell.