“Mood enhancing” tea opens for pre-sale to boost mental health funding

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 11 November 2020
Mood tea

Social enterprise Little Colossus has opened its tea range exclusively to the industry for pre-sale.

Little Colossus, launched last month by charity organisation UnLtd, will sell its tea range, Mood, with 100% of the proceeds going towards funding youth mental health projects.

The “mood enhancing” teas are aimed at the younger generation, 18-35 year-olds, and are available to be purchased, with subscriptions available, exclusively to the media, marketing and creative industry online. Mood tea will start consumer sales early next year.

“We noticed a gap in the market. The younger generation enjoys healthier drink alternatives but there aren’t many tea brands created specifically for them,” says Jenni Hayward, general manager of Little Colossus.

“They’re also the most socially conscious consumers so, knowing the devastating impact mental ill-health and suicide is having on young Australians, we saw the opportunity to create a product that benefits both the consumer and enables them to help the wider society.”

Tea blends include ingredients known for their positive mental health benefits including Ashwagandha Root to reduce stress, Siberian Ginseng to promote mental alertness and Skullcap Root to promote sleep.

The brand strategy, naming and design was created by Maud and The Monkeys.

“Mood is the perfect word to explain what we and our products do,” says Maud chief creative officer David Park.

“We sell goods that are designed to help our customers have an open dialogue with themselves, and maybe even help regulate their own moods. And since all proceeds go towards programs that support youth mental health, in a way we’re also helping support young Australians to do the same.”

The pre-sale is open from mid-November until December 8 through an online order form.

“This is the first time our industry has come together to create a social enterprise and B2C product and we are excited about giving the people in our industry the chance to be the first to taste the teas,” says Chris Freel, CEO of UnLtd.

“2021 will have an increased focus on mental wellbeing and Mood is an ideal way to start the new year with a meaningful gift that is good for your own wellbeing, tastes fantastic and is also helping others.”

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