Is Offblak Still in Business? (2026 Update)

The founders asked for £70,000 for just 10% of the business, valuing it at £700,000, and Peter Jones funded it exactly as put to him. Holding onto that much of the company gave the founders room to keep steering the brand's direction themselves as it expanded rather than answering to a majority shareholder.

Jones has since talked openly about believing the brand could eventually be worth considerably more than its Den valuation, and a tea brand willing to lean into gifting and subscription formats gave him a product that could sit in more than one retail context, not just a supermarket tea aisle.

Tea is one of the more saturated grocery categories in Britain, dominated by heritage names with decades of shelf presence, so a wellness-led, flavour-forward brand had to win on differentiation rather than try to out-market brands that were already household names.

That positioning appears to have worked. The tea now sells in Holland & Barrett stores in the UK alongside a direct-to-consumer site built around ongoing subscriptions.

OFFBLAK's distribution now stretches to Russia, where it sells through retailers like Azbuka Vkusa, along with China, South Korea and the Philippines, a genuinely wide international footprint for a brand that pitched as a UK-only idea.

Reaching that second, harder phase of growth, moving past the home market rather than staying a domestic-only brand, is something relatively few food and drink pitches from the Den ever manage. There is no Amazon listing; offblak.com and its retail stockists are the way to buy.