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Who: Taylors of Harrogate

What: Sweet Rhubarb Tea

Where: Hot beverages

When: April 2014

How much: £2.99/40g

Why: Everyday tea has gone off the boil of late, and suppliers have looked to add value to the category with products including green teas and fruit infusions. And consumers and retailers have developed an appetite for such drinks, which are gaining space on shelf on the back of strong growth - albeit from a relatively small base.

Consumer verdict: Despite being initially cautious about buying what they perceived as an unusual and unknown tea, respondents said the product had a sweet, fruity aroma many found refreshing. Some said it made a nice change from other teas. However, the price was a point of contention for some, while others found the flavours overpowering. In the end, almost half the sample said the tea wasn’t for them.

Pre-trial purchase: 16%

Post-trial purchase: 30%

Better than what’s out there: 44%

New and different: 69%

Overall score: 31/50


What is Fast Foodfax?
It is a subscriber service that has been running for more than 30 years, offering consumer assessments of new products and allowing comparisons with more than 17,000 products from our database. It is objective, impartial and totally independent, and each product is assessed using original consumer feedback from respondents across the UK. See here for further information.

Fast Foodfax is prepared by Cambridge Market Research , which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards.
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