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by CHAMIKARA WEERASINGHE

Gordon Frazer and Company Ltd., a fully owned subsidiary of John Keells Holdings, introduced 'Fresh Thoughts', a new brand of tea, to the market recently. It is available in 50 and 100 tea bag boxes, 100g and 250g stand-up pouches and as loose tea in 500g packs.

Delmege Distributors Pvt. Ltd. will handle sales island-wide, company officials said.

Gordon Frazer launched Fresh Thoughts after the successful launch of 'Ran Kahata' tea in April.

At the launch of the new tea brand, Managing Director, Michael de Soyza said: "We launched Ran Kahata for the mass market. We are now going up-market with 'Fresh Thoughts'."

"Loose tea accounts for 80 per cent of the local market. Therefore, without treading on anyone's toes, there is plenty of room to capture market share in value added form. Our aim is to convert the rural folk to a good Ran Kahata cup of tea in branded packs," he said.

A spokesman for Delmege Distributors said that Fresh Thoughts is expected to capture a choice-oriented market both locally and abroad. "The brand of tea comes in two flavours - Earl Grey and apple cinnamon. We are planning to have ginger, black current and cardamom flavours in due course," he said.

Chairman of the company, Sumithra Gunasekera said they were ready for the long haul of brand-building to enhance the image of Ceylon Tea to generate higher returns for the company as well as for the country. "Sri Lanka will be more secure from competition if we build brands, rather than export tea as a commodity," he added.

The first shipments of Fresh Thoughts will go to the Middle East, Japan, Far East and Australasia this month, the Chairman said.

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