Pukka Herbs rebrands 'Detox' tea
Pukka Herbs has announced plans to rebrand and reformulate its ‘Detox’ herbal infusion product.
As of 1 February 2019, the aniseed, cardamom and fennel ‘Feel New’ blend will also contain turmeric, which the firm says creates an antioxidant-rich tea with anti-inflammatory properties.
“Feel New is the perfect blend to begin the new year,” said Pukka Herbs co-founder Sebastian Pole. “Created with 100% certified organic herbs, Feel New helps to eliminate toxins and boost our body’s own natural processes to protect the liver and intestine.”
The decision comes after UK advertising authorities told Pukka Herbs to cease using the term ‘Detox’, as the product has no approved health or nutrition claim.
“We respect the Advertising Standards Authority (ASA)’s decision and, indeed, EU regulations relating to health and nutritional claims,” said Pukka’s herbal director, Euan MacLenna.
However, according to MacLenna, the decision contradicts previous rulings from Trading Standards and relates to advertising only. “Pukka Detox tea will continue to sell in the UK as has been permitted by Trading Standards until 2022.”
Feel Good will sell at a recommended retail price of €3.99 in Europe, and £2.99 in the UK.