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Bubble tea has many aliases, such as pearl or boba tea and was created in Taiwan in the early 1980's. The natural tea based product differs from your average Earl Grey due to the bubbles it contains. These 'bubbles' are in fact tapioca - chewy black balls that derive from the cassava plant, and it is causing something of a stir in the tea industry.

As a relatively new product it has been a huge hit in Asia, America and Australia and is now set for launch in Europe by the aptly named UK based company Chooba. Joint founders of Chooba are Gavin Blowman and Fabian Pohl who, after a chance meeting decided the world couldn't survive without this new founded drink.

The drinks unique branding was assigned due to the chewy, bubbly nature of the product. Both the packaging and graphics relate this message well, the visual emphasis on the rounded, orb like elements of its packaging working to good effect. Enter into this the massive straw used to suck up the tapioca, affectionately known as 'choobubbles' and the product is complete.

Britain has been obsessed by tea for hundreds of years. By the middle of the 18th Century, tea had replaced ale and gin as the drink of the masses and had become Britain's most popular beverage. Is Chooba set to have the same success? The target audience is far more diverse with Chooba proving appealing to a younger generation of cafe connoisseurs as well as current tea drinkers.

Chooba's creative director Gavin Blowman, explains why he thinks bubble tea is going to be big in Europe.

"I first tried bubble tea during my travels across Australia and realised its potential in Europe. Bubble tea isn't established here yet but I know it will be a great success as it has been in other countries"

For more information visit the Chooba website here