Tea drinkers are to be encouraged to drink four cups a day as part of a new £1.5m campaign by the Tea Council to stop consumers switching to soft drinks.
On average, Brits drink three cups a day, but the Tea Council is bidding to add one extra cup to that statistic.
The tea4health campaign will particularly target young women tea drinkers (20 to 35 years old), who Tea Council executive Bill Gorman said now drink fewer than two cups a day.
“Many women shun tea in favour of water, which they find a chore, rather than something they enjoy,” said Gorman. “The tea4health campaign aims to dispel the myths associated with tea drinking and make the
definitive recommendation that drinking at least four cups a day provides vital health benefits.”
Gorman cited caffeine as an example. “Young women have an issue with caffeine. But tea contains half as much caffeine as coffee and only a quarter of an espresso.”
The campaign will champion four key health benefits associated with drinking tea. Consumers will be told that tea contains antioxidants that can help protect against heart disease and some cancers, is a natural source of fluoride and therefore improves dental health, is hydrating, and can enhance a person’s mood due to its low levels of caffeine.
Leaflets will be made available in 6,000 GP surgeries supported by a new website and advertorials in the Metro for three months and health and beauty magazine Top Santé for six months.
There will also be a competition featured on T4, Channel 4’s weekend youth programme, and a national radio campaign next week offering listeners the chance to win a tea boy to cater for their office for one morning.
Delamere Dairy aims to shake up the lunch box market with a chocolate goats milk. The producer’s 200ml longlife carton drink is rolling out to retailers now and is selling in health food chain Holland & Barrett at an rsp of 49p. Delamere said it believed there was a growing demand from parents for an alternative to cows’ milk. MD Liz Sutton said: “We’ve had a large number of requests from mums for a handy lunch box-sized product.”
Sean McAllister