Ethical hot beverages company Cafédirect is launching the first Fairtrade decaffeinated black tea under its Teadirect brand.
Available in a pack of 80 tea bags (rsp: £2.65), Teadirect Decaffeinated has a caffeine content of 0.2%, compared with 3% for its standard black tea.
The launch will be supported by in-store promotions throughout May, July and September and backed by a press advertising campaign that will run in the Daily Mail from January 27.
The new press ads are built around an ‘outbreaks of decency’ theme - one execution shows a couple reconciling after six years.
Cafédirect has also forged a partnership with the Royal Opera House at London’s Covent Garden to launch a series of Teadirect ‘decent tea dances’ starting at the end of the month to capitalise on the growing interest in ballroom dancing generated by the BBC1’s Strictly Come Dancing programme.
Teadirect brand manager Alka Dass said: “We’re intending to maintain its position as the UK’s fastest growing tea brand.”