Pure Leaf has significantly ramped up its loose-leaf options to capitalise on the demand for speciality and herbal teas.
The premium Unilever brand, launched in February, is rolling out six loose-leaf variants, which will join Himalayan Darjeeling and Ceylon Earl Grey, along with eight bagged lines. The latest teas comprise black Assam with vanilla, black Assam with berries, English breakfast, Chinese green tea with jasmine, gunpowder green tea, and spiced chai (rsp: £5.99/115g-165g).
Sourced from Rainforest Alliance estates, they will be backed by a £3m online push. Pure Leaf was working with Facebook on a bespoke digital campaign, said a spokeswoman for the tea brand. “This involves targeting users who are already buying speciality teas, and encouraging them to trade up by generating brand awareness and educating them on the Pure Leaf offering.”
The launch comes with tea as the only hot beverage sub-sector in value growth. It has risen 3.5% as shoppers trade up to pricier cuppas [Kantar Worldpanel 52 w/e 21 May 2017].
“Britain is a nation of tea lovers and we are seeing a growing number of consumers opting for speciality teas,” said Laura Salmon, Unilever’s senior brand manager for Pure Leaf. “The new range not only taps this trend, but also allows retailers to benefit from consumers trading up due to the increased interest in provenance and a quality tea-drinking experience.”