The company is taking a leaf out of its foreign operations’ book by introducing traditional tea drinkers to speciality offerings under a mainstream banner.
First up is a new green tea range under the Eveil des Sens (awaken your senses) sub-brand which is already popular in France since launching there at the beginning of last year.
The range, which goes into Waitrose next week at a premium of £1.39 for 20 drawstring bags, features three variants. Pureté is a blend of green tea with lemon flavour, peppermint and liquorice herbs, Relaxation features camomile and strawberry flavour and Vitalité includes lemon and lime with ginseng.
Meanwhile, the company is also introducing a new range of fruit and herbal infusions under the Tetley name which are already available in Europe, Russia, Canada and the US. They will initially be available through more than 500 Tesco stores.
Both newcomers will be supported with sampling initiatives from the end of this month.
Simon Attfield, customer marketing controller for Tetley, said the Tea:therapy herbal brand it launched in May 2002 would also remain an integral part of the company’s portfolio. “It is still a key product line for us,” he said.