Carmién Tea product expansion in the USA

The Carmién Tea footprint in the USA is growing steadily and serving our vision to see our brand on retail shelves throughout the US. It is always encouraging to find that our product ranges and future developments align with market trends. A recent visit has led to new retailer opportunities, deeper future product penetration and great opportunity in areas where Carmién Tea has already developed trending products such as our highly beneficial Rooibos Pet Food Supplement.

Trends and insights from the KeHe expo and USA market visit:

The USA is much more of a coffee market than a tea market and it was therefore natural that people prefer a creamer in black tea or Rooibos tea. Wellness teas, Cold Brews and Iced teas are still trending. An interesting comment was that tea is perceived as a very feminine product, but there is a definite gap in the market to offer more masculine teas for the “guys”.

Our MD, Mientjie Mouton and International Sales Manager, Charl Rudman also visited several Pet Retail stores and it was clear that the Pet Supplement category is growing, even on supermarket retail shelves. We see this as an opportunity for our specially developed Rooibos pet supplement, which supports bone and joint health, and to further expand our offering for pet owners.

Pets Supplements

Joint Health Supplements: Joint health supplements for pets, especially dogs and cats, have gained popularity. These supplements typically contain ingredients like glucosamine, chondroitin, and omega-3 fatty acids which are believed to support joint health and mobility.

Probiotics and Digestive Health: Probiotic supplements for pets have become more popular as people recognize the importance of maintaining a healthy gut – for pets too! These supplements aim to support digestion, promote a healthy balance of gut bacteria, and potentially improve overall wellness.

Multivitamins and Minerals: Pet owners are increasingly turning to multivitamins and mineral supplements to ensure their pets receive all the essential nutrients. These supplements may contain a combination of vitamins, minerals, and antioxidants to support overall health and fill potential nutritional gaps.

Tea Trends in the USA

Herbal and Botanical Infusions: Herbal teas and botanical infusions have been on the rise due to their perceived health benefits and diverse flavour profiles. Herbal Teas blended with flowers and fruits such as chamomile and hibiscus, have gained popularity and still feature on retail shelves.

Functional and Wellness Teas: With a growing focus on health and wellness, there has been an increase in teas marketed for specific health benefits. These include detox teas, relaxation teas, and digestion-aiding teas.

Cold Brew and Iced Teas: Cold Brew and Iced teas have become increasingly popular, especially during the summer months. Cold Brew involves steeping tea leaves in cold water for an extended period, resulting in a smoother and less bitter flavour.

Presentation is everything: Shipper displays on every supermarket floor filled with tea were visible everywhere.


It was the first time Carmién Tea participated in a trade show of this nature, organised by USA distribution company KeHe, to connect their vendors and retail buyers. The trade show was held in Chicago on 14 and 15 June 2023. The Carmién Tea booth was located in a new International Pavilion section.

The KeHe Holiday Show provided a platform where we could meet the KeHe category managers and buyers from supermarket retailers and independent retailers.

Contact us

If you’re interested in our products, you can reach us at:

  • Paul Venter, residing in the USA, at
  • For direct full container load orders from South Africa, please contact Charl Rudman at
  • Retailers who are buying from KeHe can order through the KeHe retailer portal.