Yorkshire Tea has added a cherry bakewell-flavoured tea to its Proper Breaks lineup.
Cherry Bakewell Brew has landed on shelves in Morrisons stores (rsp: £2.49/40 bags). It will be stocked across other retailers from later this year.
The “irresistible almondy, jammy twist” on a classic brew joins other speciality blends in Yorkshire Tea’s range such as Malty Biscuit Brew and Caramelised Biscuit Brew.
The tea is blended with natural flavourings and free from nuts, sugar and gluten. It can be enjoyed with or without milk, according to Yorkshire Tea.
“I loved Cherry Bakewell tarts when I was a kid, so I loved coming up with the recipe for a proper brew that matched my memories of these iconic bakes,” said Kate Halloran, tea development manager at Yorkshire Tea. “The result is a naturally sweet blend that works a treat with or without milk.”
Yorkshire Tea launched its Caramelised Biscuit Brew last year. At the time, the tea joined both Malty Biscuit Brew and Toast & Jam in the Proper Breaks range. However, the latter has since been phased out.
The launch of Cherry Bakewell Brew will be supported by a digital campaign featuring Great British Bake Off star Liam Charles, kicking off on 22 July.
Yorkshire Tea’s owner Bettys & Taylors saw sales top £300m last year. The brand now holds a 40% share of the UK’s black tea market, having hoovered up sales from struggling rivals like PG Tips.
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