Root Tea began its journey by testing products directly with consumers at London's retail markets, a familiar starting point for many food and drink start-ups. Jonathan Sun, founder of Root Tea, secured a membership at Duck Pond Market, allowing him to gather valuable feedback from customers across various markets.
Sun, who also works as a venture capitalist, fintech investor, and entrepreneurial ecosystem builder, combines market trading with developing partnerships with farm shops and organic retailers, as well as hosting corporate events centred around his teas.
The brand's core values are quality and authenticity. Root Tea sources leaves from Fujian Province in south-eastern China, blending them with carefully selected flowers and botanicals to create teas designed for enjoyment and health benefits. One popular product, an oolong, rose, and ginger blend, is noted for its sharp, refreshing taste with subtle sweetness, offering benefits for energy, digestion, stress reduction, and circulation.
Sun identifies consumer education as a significant hurdle in the tea industry, contrasting it with the transformation seen in the coffee market. Root Tea's mission extends beyond sales to educating consumers about the value of carefully sourced ingredients, specialist blending, and higher production standards.
“Everybody who has tried and bought our tea has been very satisfied,” Sun states. “The tricky bit for us is that the general consumer is used to buying 80 Twinings tea bags at their local Tesco for £5, or even much cheaper when they are on offer, as they regularly are. I think what the tea industry needs is different makers and different companies to kickstart the transformation that allowed coffee, and especially higher quality coffee companies to start to gain positive notoriety.”
He notes that while there are about 10-15 similar high-quality tea companies in the UK, Root Tea's unique blending methods provide market differentiation. The company draws inspiration from others, such as Good & Proper, Brew Tea Company, and Nectar & Leaf, and actively engages in tasting competitors' teas and building relationships within the industry.
Mission Kitchen has been instrumental in helping Root Tea navigate start-up challenges. Sun highlights the value of the community for learning and collaboration, despite tea businesses being a small part of the community. Entrepreneurs there face common issues related to supplier relationships, wholesale distribution, retail margins, packaging, and investment choices.
Looking ahead, Root Tea's ambition is to build credibility and traction through its diverse network, with long-term aspirations including major retailers like Whole Foods and Waitrose. The strategy prioritises sustainable growth, aiming to elevate perceptions of tea itself.
Root Tea is contributing to a new chapter in Britain’s tea culture through thoughtful sourcing, innovative blends, and a collaborative approach fostered by Mission Kitchen. Jonathan Sun currently sells his teas online at roottea.co and on Instagram @drinkroottea.
