Organic tea brand CHOICE shows attitude with climate-neutral display

YOGI TEA has launched CHOICE, a new tea brand in the European specialised natural food trade. For the market launch of the sustainable and fairly traded organic tea assortment, DS Smith developed a display made of corrugated cardboard for the German market that is both brand-strong and sustainable: material-optimized, 100% recyclable and completely climate-neutral thanks to CO2 compensation via ClimatePartner.

CHOICE, the new organic tea brand

According to a recent report by the German Tea & Herbal Tea Association, 129 million cups of tea are consumed in Germany every day. 11 percent of all teas sold come from organic cultivation - and the trend is rising. YOGI TEA is firmly established in the growing organic segment with its popular Ayurvedic spice and herb blends. Now, the pioneer in ecology and mindfulness wants to expand further in the European market with the traditional US brand CHOICE, which was acquired in 2019. Like YOGI TEA, CHOICE has stood for the best ingredients from 100 percent organic cultivation for over 30 years.

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Sven Eilek, Customer Marketing Manager Europe at YOGI TEA emphasises: "CHOICE offers a collection of a total of 14 organic teas and organic herbal tea blends. Each tea is put together with great care and 100% organic ingredients. All teas are subject to the strictest quality controls and are Rainforest Alliance certified." The responsible label maintains transparent and fair relationships with its tea suppliers, supports local social projects and attaches great importance to environmentally friendly processing and packaging.

A unique in-store eye-catching packaging created with DS Smith

In Germany, CHOICE is sold exclusively through health food retailers. Starting in September, a promotional display arouses curiosity about the new tea assortment. It not only perfectly conveys the brand identity and history of CHOICE to the point of sale, but also meets the high ecological standards of the organic tea manufacturer. The smart floor display with an attention guarantee was designed and produced by DS Smith.

Thanks to its distinctive look in the brand's noble black, the slim ¼ display is a real eye-catcher on the sales floor. Both the top sign and the colourfully contrasting tea leaves protruding from the sides draw the shopper's eye to the products and their trendy outer packaging. The clear arrangement of the colour-coded assortment ensures quick orientation and selection of the different green, black and herbal tea blends. Those who want to learn more about the new organic tea brand can inform themselves directly on site with the flyer in the brochure dispenser on the side. Interested shoppers can find out more about the Rainforest Alliance via the prominently printed URL. The appealing display design in high-quality offset printing celebrates tea as a lifestyle drink and encourages every health- and environmentally conscious shopper to experience their own personal moment of enjoyment with CHOICE.

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Focus on sustainability

When designing the floor display, the display experts at DS Smith used only as much corrugated cardboard as necessary to ensure that the products arrive at the retailer undamaged and visually appealing, in line with our Circular Design Principles. As a mono-material solution, it can also be 100% recycled. And that's not all: the display scores points for its climate neutrality. Via the printed QR code, shoppers in the organic food shop can transparently track which ClimatePartner climate protection project was used to offset the CO2 emissions generated during production. CHOICE has chosen a project for clean drinking water in India - you can find out more about this project at

With our corporate purpose "Redefining Packaging for a Changing World" and "Now and Next" sustainability strategy DS Smith is leading the transition to a circular economy. We are working with our customers to develop circular ready display and packaging solutions and plan to have CO2-neutral production by 2050. We’ve already made great strides with extensive investments in waste-to-energy solutions, combined heat and power plants and the use of renewable fuels such as biogas and biomass.

With our far-reaching environmental commitment, DS Smith is the ideal display and packaging partner for brands that have sustainability at their core!