The $2.5 billion tea category is anything but black and green. Brews are also made from white and purple and red leaves, among others. Add herbal blends and chai, and the category sprawls. That's why vendors of bag and loose teas are helping retailers reorganize the aisle with new packaging, tightened planograms and a spoonful of SKU rationalization. “There's a consolidation going on, keeping the message simple,” said Parampal Singh, brand manager of Yogi Tea. “It's more about the brand and ...

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