PLŪKT

What PLŪKT does

PLŪKT (SIA Plūkt) is a Latvian premium specialty tea company founded in 2018 in Prauliena, Madona county, by Māra Lieplapa at age 21 and co-founded with tea master Līga Lieplapa (PhD in environmental sciences). It sources herbs from certified-organic wild meadows in Northern Europe — over 1,300 plant species — and uses proprietary processes including a slow fermentation of fireweed leaves at 50 °C for up to one week, solar- and wind-based drying, and plant-fibre biodegradable pyramid tea bags that compost within 30–60 days. Its 51-product catalog spans bagged teas, loose-leaf teas, cold-brew, sparkling herbal RTD teas (co-produced with brewery DUNA), refill packs, gift sets, fireweed tea truffles (with Pure Chocolate), and HoReCa-format take-away sachets, distributed to nearly 200 sales points across 22 countries with 70% of production exported.

The company monetizes through a hybrid model: direct-to-consumer e-commerce at plukttea.com (free delivery from €30 within Latvia and Europe), wholesale and distributor partnerships targeting specialty grocery and concept stores worldwide, HoReCa bulk sachets for hotels/restaurants/cafés, customized B2B corporate gifts, and in-person tourism and masterclass experiences at the PLŪKT Tea House in Prauliena (€12–€18 per person depending on group type). Pricing spans €4 loose-leaf teas to €100+ premium gift sets, with gift cards and corporate programs layered on top. The customer base is split across health-conscious wellness consumers (primary), B2B corporate/wholesale buyers (primary), tourism and experience seekers, and the HoReCa sector.

PLŪKT's go-to-market relies on content and earned media — Instagram (@plukttea), a blog, email newsletter, and coverage in Forbes, Tatler UK, Baltic Outlook, and IR magazine — reinforced by cultural co-branding with TAUTUMEITAS and RĪGA Original and high-profile consumer endorsements such as Drew Barrymore recommending the BLOSSOM tea. The brand has accumulated multiple recognitions including Startup of the Year Latvia 2018, Young Entrepreneur of the Year Latvia 2019, Global Student Entrepreneurship Award 2021, and the VISA She's Next Award in 2025, alongside EU/ERDF co-financing for international competitiveness and export development.

Name

PLŪKT

Legal name

SIA Plūkt

Website

https://plukttea.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

PLŪKT is a Latvian premium specialty tea company that wild-harvests Nordic herbs from certified-organic meadows to produce bagged, loose-leaf, cold-brew, sparkling, and refill teas, selling primarily DTC online and through wholesale and HoReCa channels across 22 countries.

Ownership category

akta.pro rank

Product category

Specialty Herbal Tea

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

akta.pro primary industry

Tea Processing (Withering, Rolling, Fermentation, Drying) (AFAFADAF)

akta.pro secondary industries

Tea Blending & Flavoring (AFAFADAG), Ready-to-Drink (RTD) Tea Manufacturing (AFAFADAI), Ready-to-Drink (RTD) Tea (CRADAHAD), Tea Rooms & Tea Cafes (THAFADAF), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

Keywords

• Herbal tea products
• Wild-harvested Nordic tea
• Biodegradable tea bags
• Specialty loose-leaf tea
• Sparkling herbal beverages

Headquarters

HQ city

Prauliena

HQ country

Latvia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. B2C Product Sales: Direct-to-consumer sales of herbal teas through their e-commerce platform, including bagged tea, loose tea, gift sets, cold-brew tea, sparkling tea, and accessories. Products are priced from €4 to over €100, with free shipping from €30 in Latvia and Europe.
2. Tea Masterclasses: In-person Nordic tea masterclasses at the PLŪKT Tea House in Prauliena, Latvia. Led by co-founder Līga Lieplapa, the 1.5-hour experience includes authentic tea ritual, tasting of five herbal teas, and Nordic plant education. Priced at €12-15 per person for groups of 6+ (individual bookings) and custom pricing for corporate groups of 10-50 persons.
3. Tourism Experiences: Various tourism offerings including guided tours for tour groups (10-65 guests, €10-15/person), company visits with experience sharing, and private group tea blending experiences. Also includes school and youth group programs.
4. Corporate Gifts B2B: Wholesale and corporate gift sales to businesses, including personalization options with logos and custom designs. Metal and cardboard packaging options with various tea contents for partner/client/employee gifts.
5. HoReCa Wholesale: Sale of individually-wrapped tea sachets for the HoReCa sector (hotels, restaurants, cafes). Products include take-away sachets in packs of 50, sold at wholesale pricing to hospitality businesses.
6. Distributor/Wholesale: Distribution partnerships for reaching specialty grocery stores and concept stores worldwide. Looking for distributors in Europe, Asia, North America, South America, Australia and Oceania, and Africa.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

PLŪKT produces and sells premium Nordic herbal teas made from wild-harvested plants in certified-organic meadows and forests of Latvia. The catalog spans bagged pyramid teas, loose-leaf teas, cold-brew teas, sparkling canned herbal teas, HoReCa-format take-away sachets, refill packages, and curated gift sets, complemented by in-person tea masterclasses and tourism experiences at the PLŪKT Tea House in Prauliena. Signature proprietary offerings include a slow-fermented theine-free Nordic Black Tea made from wild fireweed leaves and the only plant-based biodegradable tea bags of their kind in Northern Europe.

Product overview

PLŪKT is a premium specialty Nordic herbal tea brand offering a diversified portfolio of teas across multiple formats and product lines. The core offering consists of bagged herbal teas (pyramid tea bags made from plant fibre) and loose-leaf teas, both sourced from certified-organic wild meadows and forests in Northern Europe — primarily Latvia. Signature blended teas include BLOSSOM (floral), WHITE NIGHT (evening), NORDIC BLACK (fermented fireweed — theine-free), NORDIC GREEN (fireweed-based), and seasonal berry blends such as VISA VASARA and SEA BUCKTHORN. The product range also encompasses cold-brew teas (SUMMER EVENING, NORDIC MORNING), sparkling herbal teas (BLOSSOM and BLOOMING RASPBERRY, in partnership with DUNA brewery), a matcha-like fireweed herbal powder, and fireweed tea truffles (with Pure Chocolate). Refill packages allow customers to re-use metal tins, supporting sustainability. HoReCa-format individually wrapped sachets serve the hospitality sector. The brand also offers curated gift sets (NORDIC, NORDIC GRANDE, NATURAL HARMONY, TASTE OF LATVIA, FAMILY TEA TIME, FOR A TEA PERSON) and collaborates with partners on co-branded teas (TAUTUMEITAS Midsummer, RĪGA Original, Heartfelt charity tea, BUR MAN LAIMI). Experiences and tourism products include masterclasses, guided factory tours, corporate visits, private group blend-creation sessions, and school visits at the PLŪKT Tea House in Prauliena.

Differentiator

Problem solved

Functional benefit

Products and services

• Tea VISA VASARA Summer berry mix Seasonal herbal blend of wild Northern berries and heather flowers rich in vitamins A and C with antioxidant properties; packaged in 20 biodegradable pyramid tea bags for retail consumers.
• Tea SEA BUCKTHORN Herbal blend of sea buckthorn berries and nettle leaves served in 20 biodegradable pyramid tea bags, providing vitamins, minerals, and omega fatty acids for immune support.
• Midsummer Herbal Tea by TAUTUMEITAS Limited-edition herbal tea co-created with Latvian ethno-pop group Tautumeitas, blending bilberries, meadowsweet, lemon balm, and marigold to evoke Latvian Midsummer traditions.
• Fireweed herbal powder (Matcha-like) Finely ground young fireweed leaf powder hand-picked in certified-organic Northern European meadows, serving as a smooth, naturally caffeine-free matcha alternative that yields about 20 cups per 50g pouch.
• BLOSSOM TEA Signature floral herbal blend combining wild Nordic meadow and forest flowers for a sweet, energizing taste, available in 25-bag pyramid packs or 40g loose format.
• Evening tea WHITE NIGHT Evening herbal tea blend of wild Northern meadow and forest herbs with a sweet aftertaste, available in 25-bag pyramid packs or 40g loose format.
• NORDIC BLACK TEA Light, theine-free, certified-organic black tea made from wild fireweed leaves slowly fermented at 50°C for up to one week, positioned as a healthy alternative to traditional black tea.
• NORDIC GREEN TEA Herbal tea of hand-picked fireweed leaves positioned as a light, natural-energy alternative to conventional green tea, sold in 25-bag pyramid packs.
• Cold-brew tea SUMMER EVENING Calming cold-brew herbal tea with blackcurrant berries for gut health and antioxidant support, sold in 10-bag packs prepared by cold infusion.
• Cold-brew tea NORDIC MORNING Energy-boosting cold-brew tea built on fermented Nordic Black tea with blueberry and peppermint, prepared by cold infusion for gut-health benefits.
• Sparkling tea BLOSSOM Non-alcoholic, sugar-free sparkling drink crafted on the BLOSSOM flower-tea base in collaboration with DUNA brewery, served in 0.33L cans with no added preservatives or artificial colouring.
• Sparkling tea BLOOMING RASPBERRY Non-alcoholic sparkling drink built on BLOSSOM flower-tea enriched with raspberry syrup from Latvian gardens, packaged in 0.33L cans with no added preservatives.
• Tea blend MEADOW MORNING Aromatic herbal blend of forest nettle with wild raspberry and blackcurrant leaves, a natural iron source, packaged in 20 biodegradable pyramid tea bags.
• Linden tea Loose-leaf linden-blossom herbal tea positioned for relaxation and sweeter dreams.
• Cowslip Tea Loose cowslip-flower herbal tea with prophylactic properties, made from cowslips harvested in wild Nordic meadows.
• Peppermint tea Loose-leaf peppermint herbal tea with a crisp, refreshing taste and calming aroma, naturally dried.
• Fireweed tea (loose) Loose fireweed herbal tea valued for its healthy properties and versatile taste, one of PLŪKT's most popular loose-leaf offerings.
• Refill BLOSSOM TEA Refill pack containing the same BLOSSOM herbal flower blend for repeated refilling of the existing metal tea tin, supporting plastic-free reuse.
• Tea sachets BLOSSOM take-away (HoReCa) HoReCa-format take-away herbal sachet of the BLOSSOM blend in packs of 50 individually-wrapped tea bags for hotels, restaurants, and cafés.
• Gift set NORDIC BLENDS tea selection Premium gift set pairing BLOSSOM and WHITE NIGHT herbal teas, presented in a matte black gift box with golden folium print and a handwritten note.
• Gift set TASTE OF LATVIA Curated gift set featuring two RĪGA Original x PLŪKT teas plus a tasting set of five PLŪKT teas, presented in a gold-foil gift box with decorative filling.
• PLŪKT x Pure Chocolate Fireweed truffles Dark chocolate truffles filled with certified-organic fireweed tea, crafted with Pure Chocolate in Pūre, available in 100g (~16 pieces), 500g (~80 pieces), and 1kg.
• Tea masterclass experience 1.5-hour Nordic tea masterclass at the PLŪKT Tea House led by Lîga Lieplapa, including authentic tea ritual, tasting of five herbal teas, and Nordic plant education for groups of 6+ at €12–€15 per person.
• Tourism group experience Guided 1.5-hour tour of PLŪKT facilities, meadows, and forests for 10–65 guests, including tasting of six herbal teas with sweet treats, priced €10–€15 per person.
• Company visit and exchange of experiences Corporate-focused visit presenting PLŪKT as an export business from herb traditions to sustainable operations, including tasting of six teas and factory-priced shopping of the full collection.
• Private and exclusive group experience Private 1.5-hour blend-making experience for 4–12 guests where participants create a personalized herbal tea blend inspired by meadow scents, learn to recognize wild herbs, and take the blend home, priced €18 per person.
• Schools and youth centres experience 1-hour educational visit for 10–30 students covering the PLŪKT founder story from startup to international brand, with a meadow walk and guided tasting of six teas at €6 per person.
• A KIND TEA PERSON T-SHIRT Oversized unisex T-shirt created in collaboration with Latvian brand A KIND for tea enthusiasts; 5% of each purchase supports good causes related to kindness and sustainability.

Quantifiable outcome

• 1,000,000+ cups served in 2021 alone across masterclasses, restaurants, and teahouses worldwide
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core, strategic and minor.

• TAUTUMEITASflagshipGTM or Marketing Partner · 1 January 2025Collaboration with Latvian ethno-pop group TAUTUMEITAS on special tea blends. Created limited edition 'Es redzēju Jāņu nakti' (I Saw Midsummer Night) tea dedicated to Latvian summer, meadows, and the most magical night of the year. Also collaboration on 'Bur Man Laimi' tea blend. Joint marketing and cultural brand association.
• DUNAcoreStrategic or Co-development PartnerCollaboration with Latvian brewers DUNA to create PLŪKT sparkling herbal teas. DUNA handles the brewing/production of sparkling beverages while PLŪKT provides the herbal tea base (BLOSSOM blend). Two products launched: Sparkling Tea Blossom (sugar-free) and Sparkling Tea Blooming Raspberry (with raspberry syrup from Latvian gardens). Production takes place in Kuldīga, Latvia.
• Pure ChocolatecoreStrategic or Co-development PartnerCollaboration with Latvian chocolate artisans Pure Chocolate to create Fireweed tea truffles. Dark chocolate truffles filled with certified-organic fireweed tea hand-picked from wild Nordic meadows. Produced in Pūre, Latvia. Available in various sizes (100g to 1kg) and included in PLŪKT gift sets.
• RĪGA OriginalstrategicGTM or Marketing PartnerCollaboration with RĪGA Original collection featuring two tea flavors: RĪGA Original x PLŪKT herbal and flower tea blend, and RĪGA Original x PLŪKT fermented fireweed and peppermint tea. Presented in elegant metal tea tins. Sold as gift sets and individual products.
• Kalve CoffeeminorChannel Partner/ Reseller/ DistributorSelected café venue serving PLŪKT sparkling herbal teas. Represents the HoReCa distribution channel for PLŪKT products.
• A KINDminorGTM or Marketing PartnerCollaboration with Latvian brand A KIND to create 'a kind tea person' oversized unisex T-shirt. 5% of every purchase supports good causes. Clothing with meaning - a story about kindness, sustainability, and real impact.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Teapigs: UK premium tea brand sold in distinctive pyramid tea bags with similar premium DTC positioning. Direct comparable on bag format, pricing architecture and specialty retail distribution.
• Traditional Medicinals: US herbal tea company focused on therapeutic botanicals (caffeine-free, wellness-led blends). Similar product depth and mission alignment with PLŪKT's wild-harvested, wellness-positioned portfolio.
• Mariage Frères: French heritage premium tea company with a flagship tea room and DTC + wholesale distribution model. Closest peer on European heritage positioning, premium pricing, single-origin emphasis and tea-room experience.
• Harney & Sons: US premium specialty tea company with strong DTC and foodservice presence, broad herbal and botanical portfolio. Comparable on premium tea category, HoReCa channel and bagged/loose formats.
• T2 Tea: Australian premium tea brand known for own retail stores and experiential flagship outlets, plus DTC and wholesale channels. Closest peer on combining premium tea CPG with destination/cafe-style retail experiences (analogous to PLŪKT Tea House).
• Pukka Herbs: UK-based premium herbal tea brand built on organic botanicals and sustainability positioning. Closest direct comparable to PLŪKT — same herbal-led CPG model with bagged teas and a wellness/conscious-consumer narrative.

Broad incumbents

• Celestial Seasonings: Large US herbal/black tea CPG brand owned by Hain Celestial. Herbal-led bagged tea mix targeting mass-market grocery; useful as a broader-incumbent reference for category scale and shelf dynamics.
• Yorkshire Tea: UK heritage mainstream tea brand with broad grocery, HoReCa and out-of-home presence. Useful comparable for the scale PLŪKT would need to reach to compete in mainstream UK/EU grocery channels.
• Twinings: Global heritage tea brand with extensive herbal and black tea lines and worldwide distribution. Represents the incumbent breadth that PLŪKT will increasingly compete against on shelf in Europe.

Emerging players

• The Republic of Tea: US premium loose-leaf and bagged tea brand with a curated catalog and direct-to-consumer focus. Comparable as a smaller-scale, premium-positioned US/international peer exploring novel formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/plukttea
• Xx.com/plukttea
• Facebookfacebook.com/plukttea
• LinkedInlinkedin.com/company/plukttea

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PLŪKT