Case Study: Williamson Tea

Williamson Tea brand changes packaging format with help and guidance from the team at Alexir International.

Fittingly Elegant Design.

Williamson Tea is a fifth generation tea farming business committed to growing the highest quality sustainable teas to the benefit of Kenya, its communities, wildlife and environment. The Alexir Partnership have been successfully producing their stylish tea carton packaging on silver Metpol board for over 10 years and the brand has gone from strength to strength in Waitrose and on-line. At the beginning of last year the brand team at Williamson approached Alexir with a plan to expand their current loose tea and FUSO teabag range.

The challenge for Alexir as packaging specialists was to create a concept for the brand which enhanced product visibility on shelf but remained consistent with the existing range. With a network of worldwide manufacturing partners the Procurement team at Alexir have access to a multitude of packaging solutions for their customers. Their technical knowledge and working relationships with specialist packaging manufacturers around the globe culminated in the creation of a stand-up Doy pouch in a fittingly elegant design.


The Doypack-style stand-up pouch is extremely practical and robust packaging which is gaining in popularity for a broad range of products including skin care and cleaning products, tea, coffee, pet food, soups, sauces and confectionery. When compared to flat pouches with the same format, a greater filling volume can be achieved with this pouch type. In addition, the vertical stability of the pouch ensures ideal positioning and presentation at the point of sale. This popular stand-up pouch style is the most impressive driver in the flexible packaging market and addresses the needs of today’s market and the trends of tomorrow.

The design team at Alexir combined a laminated metalized PET and a natural PET material to create a re-closable stand-up pouch that keeps both bagged and fresh tea for longer. The front of the pack remained transparent for enhanced product visibility whilst the back kept its foil identity, in line with the rest of the range.

The team at Williamson have been very pleased with the extension to the range and early rates of sale indicate the customer’s acceptance of the new packaging format.