Tetley is brewing up for another onslaught on the buoyant sectors of the hot beverages market with a 12-strong wave of new premium teas and a £5m support package.
Trialled in Tesco since August last year, four speciality offerings, two green tea lines and six fruit and herbal blends are rolling out to the other multiples next week. The move comes as rival Typhoo is launching an eight-strong Fruit and Herb range and follows Tetley’s decision to transform its struggling Tea:therapy brand into Tetley Plus - a three-strong collection of tea and herb combinations.
But Tetley customer marketing controller Simon Attfield insisted the new offerings covered new
ground. “The Tetley Plus range is for people who like to drink tea with milk but want the benefits of herbal products,” he said. “The new fruit and herbal products offer something different.”
The premium range’s resealable canister packs - aimed at creating impact and prolonging freshness - should help differentiate the new lines.
Buyers said growth in the tea market was coming from the smaller sectors but Tetley’s move was a brave one. “Twinings is already well-established in the sector,” said a buyer for one major multiple. “But, with the amount of money it is spending, Tetley looks as if it is serious.” However, she added that there could be some confusion for consumers. “People who shop the sector understand it, but consumers Tetley hopes to bring in may find the different options a bit confusing,” she added.
Marketing support, including a £3m TV campaign, as well as print and poster ads, sampling and promotions, kicks off in the middle of next month.
Rsp for the speciality teas is £1.39 for 50 bags, for the Green teas, 99p for 25, while the Fruit and herbal blends are 80p for 20 bags.
Mary Carmichael