Yorkshire Tea has launched its first NPD in more than 18 months, adding Biscuit Brew to its range of speciality black tea.
The new variant, made with 100% Rainforest Alliance-certified tea, combines the standard Yorkshire Tea blend with assam to offer “a smattering of malty sweetness for a satisfying treat”. The intention was to recreate “all the happiness of tea and biscuits” said the Taylors of Harrogate-owned brand.
Rolling into Morrisons this week, Breakfast Brew (rsp: £2.29/40 bags) replaces Breaktime Brew, which was unveiled in August 2016 alongside two other Yorkshire Tea speciality teas, Breakfast Brew and Bedtime Brew.
The latest launch came as “consumers are increasingly expanding their hot drinks repertoires” said Ben Newbury, senior brand manager at Yorkshire Tea. “Our speciality brews have been specially created with these needs in mind, offering new and exciting black tea blends to enjoy whatever the time of day.”
Last year, Yorkshire Tea saw its value sales increase by 5.8% to £85.5m as the tea category returned to growth after about six years of decline, rising 0.5% to £560.7m [Nielsen 52 w/e 9 September 2017].