Tetley has created a trio of ‘ethnic’ speciality Indian flavoured teas.
They are: Tetley Masala, Tetley Elaichi and Tetley Ginger (rsp: £3.49/72 teabags).
Tetley said the teas were specifically aimed at “the South Asian diaspora living in the UK and Europe”, rather than “mainstream tea consumers”.
The NPD was “a game-changer for all ethnic independent stores and mainstream retailers with a world food offering who want to offer an authentic ‘Indian tea’ range to their South Asian consumers”, said Rahul Kale, export consultant at Tetley owner Tata Global Beverages.
The news comes as Tetley recently kicked off a £3m push called ‘Now We’re Talking’, with an eye to “revitalising the tea category”.
Volumes of tea sold in the supermarkets have dropped 2.8% over the past year, with value sales of Tetley dropping £346k to £89.7m [Nielsen 52 w/e 7 September 2019].
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