The rich cultural history of tea dates back centuries, infused with legendary tales of warriors, explorers and adventurers. And while the actual origins of the various teas might change from country to country, the inherent ability of tea to bring friends, families and even nations together over a deliciously comforting beverage is at the heart of the Tetley range. To expand tea horizons and further strengthen these bonds, Tetley – the second biggest tea brand globally enjoyed in more than 40 countries - has introduced its latest Masala Chai and Elaichi Chai teas, crafted according to Indian tradition.
“The rich flavour of India’s Chai (teas), with their aromatic and warming Masala and Elaichi flavours, has become a global phenomenon, and is also engrained in the memory and traditions of many South Africans,” explained Vilendrie Muthulingum, Joekels Technical Manager. “For me personally, the Tetley Elaichi Chai reminds me of when I was young and my mom would make vermicelli or soji. It reminds me of the comfort of home - that’s what it feels like to me. The Masala Chai reminds me of flavours I grew up with and home remedies. My sister describes Elaichi Chai tea as vermicelli in a cup! It soothes my soul.”
The term "Chai" is a Hindi word, which is based on the Chinese word for tea, cha. The folklore of Chai teas dates back more than 5 000 years to India, China and Japan, with the beverage prepared using a variety of spices differing from region to region and consumed either hot or cold. Masala Chai, made from a blend of spices including cinnamon, cardamom and ginger, originated in India but has since risen to popularity worldwide; along with Elaichi Chai which incorporates the popular and aromatic cardamom spice. Ingrained in Indian culture, Chai is enjoyed everywhere from the roadsides to top-class establishments, and is traditionally prepared by boiling milk together with spices and sweetening with sugar.
With the restrictions in travel resulting in many being home more this past year, Tetley felt this was the perfect time to take South Africans around the world with a cup of tea and the flavours of India. Drawing on Chai’s rich history, Tetley Spice Teas have been made using Tetley’s signature blend of rich, flavourful black teas which are combined with distinctive spice flavours from the heart of India. With the authentic Masala and Elaichi spice flavours and aromas, tea drinkers can be instantly transported to the bustling markets, iconic temples and dense natural jungles of India with every sip.
How to enjoy your Tetley Masala Chai and Elaichi Chai teas
- The great-tasting Tetley Masala Chai and Elaichi Chai teas are incredibly versatile and are best enjoyed in the traditional way – pop your teabag in a cup, add hot water and brew for 3-5mins, add lots of milk, and sweeten with sugar or honey.
- Create a delicious Chai latte by boiling the Tetley Masala Chai or Elaichi Chai teabags in milk, and then adding honey or sugar for a deliciously milky beverage.
- Tetley Masala Chai and Elaichi Chai teas are also the perfect addition to many sweet desserts. Simply boil them as part of the milk or cream for milk tarts, ice cream, vermicelli or rice pudding.
South African chef, food blogger, radio personality and winner of Masterchef South Africa, Kamini Pather, will be developing some delicious Tetley Spice Tea recipes using the latest range. Keep a look out for them on the Tetley Facebook and Instagram pages (@TetleyTeaSA). For more information, visit www.joekels.co.za.
Issued on behalf of: Joekels
Olivia Jones Communications
For more information please contact:
Olivia Jones Communications
Cell: 083 653 1720