Who: Bettys & Taylors of Harrogate
What: Yorkshire Tea Biscuit Brew
Where: Hot beverages
How much: £2.29/40 bags
Why: Launched in March, Biscuit Brew was Yorkshire Tea’s first innovation in more than 18 months. It is made with 100% Rainforest Alliance-certified tea, mixing a 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” according to the brand - which last year saw its value sales increase by 5.8% to £85.5m as the tea category returned to growth after about six years of decline [Nielsen 52 w/e 9 September 2017].
Consumer verdict: While the packaging and brand name attracted a good number of our shoppers, fewer were excited by the tea itself. It polarised opinion, with some praising the beverage for its “gorgeous smell” and being “creamy and flavoursome”. Other consumers disliked the premium price point, “strange colour” and a taste “like sterilised milk”. While scoring highly for innovation and appearance, the tea performed poorly in value for money and purchase intention. Its final mark was one below the category norm.
Pre-trial purchase: 44%
Post-trial purchase: 40%
Better than what’s out there: 75%
New and different: 37%
Overall score: 37/50