Exclusive Karen Dempsey Tetley is the first major tea brand to bring a mainstream organic variant to market. Instead of going down the Clipper or Ridgeway speciality' route, the aim behind the Tetley Organic launch is to make the organic option accessible and affordable for a mass audience. "We're being resolutely mainstream about this," said Andrew Glen, sales director for GB and Ireland. "We're not appealing to people who've been drinking organic teas for years, but to mainstream tea drinkers who want the assurance there will be no compromise on taste." Glen recommends positioning the organic pack alongside standard Tetley. Tetley Organic 80 teabags come in the resealable soft bag that Tetley uses for its standard teabags. And the retail price is £1.99 compared with the standard pack rsp of £1.69. The launch is low key for now, with bespoke retailer promotions and an advertising campaign planned for later this year and "some specific targeting to consumers who are predisposed to organic". It should be on shelves nationally by the beginning of April, though Tetley expects sales of the product to have a southern bias. {{P&P }}

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