Known for its “feel alive” flavour, the iconic “red box” – Bell Original tea – has been given a new lease of life itself. 

Bell Original has been produced here in New Zealand, by New Zealanders, for New Zealanders, for over a century – since 1898. Its continued popularity demonstrates the strong place it holds in the hearts, and homes, of most Kiwi families.

Whilst the last 113 years have seen some small changes to the packaging, 2011 is the year for a full makeover for the famous red box.

Matt Greenwood, the “Tea Guy” for Bell Tea & Coffee Company says that the packaging has been updated to better represent what we stand for as a business, Bell’s “Kiwi-ness”, and, of course, the great taste of the tea inside.

“New Zealanders have proved time and again that they love the characterful, refreshing taste of Bell Original Tea. Obviously the red colour is a household Kiwi icon, so we definitely haven’t changed that. However, the rest of the pack is quite different,” he says.

“The front is much more modern, with the introduction of other colours besides red. Two steaming mugs of tea and a beautiful shot of the tea pouring from the spout of a teapot is representative of the way Bell Original has been shared by New Zealanders over the years.”

The box also features stories about Bell’s long-standing Kiwi history, our Sustainable Business Programme, which provides the foundation for how we do business, and Bell’s place in the much-loved NZ tradition of “morning tea”.

However, while the family-favourite Kiwi tea has a new look, Bell lovers can rest assured that the great taste inside remains unchanged. It’s still the “feel alive” flavor that they know and love.