T2 Tea

T2 Tea emerged from Melbourne’s vibrant coffee culture in 1996, when founders Maryanne Shearer and Jan O’Connor envisioned a radical departure from traditional tea experiences. Their first store in Fitzroy challenged conventions with pink ceilings and walls adorned with Chinese newspapers, signaling what they called a tea revolution.”

Global Expansion and Corporate Evolution

The company’s growth trajectory proved remarkable, rapidly establishing presence across Australia, Singapore, and New Zealand. By 2013, T2 operated over 40 stores worldwide, attracting the attention of global giant Unilever, who recognized the brand’s potential and acquired it for A$60 million.

The corporate landscape shifted again in 2022 when Unilever divested its tea business to CVC Capital Partners, placing T2 under the Lipton Teas and Infusions umbrella. However, 2023 marked a strategic pivot as T2 announced the closure of all Northern Hemisphere operations, refocusing on core markets closer to home.

Tea Philosophy and Quality Standards

T2’s approach centers on ethically sourced, certified organic tea using whole leaves rather than dust and fannings common in lower-quality products. The company works directly with suppliers, crafting blends through multiple sampling rounds to achieve complex flavor profiles.

Matcha Specialization

T2’s matcha offerings include Ceremonial Grade Matcha from Shizuoka prefecture, Japan, featuring fresh, grassy, umami (savory) flavors. Their Organic Matcha promises sustained energy through the synergistic effects of caffeine and L-theanine. The ceremonial grade undergoes traditional processing, including three weeks of shading before picking and stone-grinding methods.

Ethical Commitment and Certification

T2 achieved B Corp certification in 2020, joining companies committed to putting people and planet first. The brand adheres to SMETA and BSCI standards, ensuring fair labor practices, safe working conditions, and environmental responsibility throughout their supply chain.

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