Tetley tea is stepping outside the tea aisle for the first time with the launch of a range of fruit scones.
A four-pack of Tetley Tea Folk sultana scones (rsp: £1.29), baked under licence by Haywood & Padgett, will launch into Asda next week.
The launch is among a range of Tea Folk licensed products planned for the coming year, including biscuits and other sweet foods and bakery products designed to “enhance the tea moment”.
The move sees Tetley brand owner Tata Global Beverages follow in the footsteps of rival tea producer Taylors of Harrogate, which sells cakes and biscuits under its Yorkshire Tea brand.
The extension would help boost tea sales and Tetley’s presence outside the tea aisle and in the home, claimed Tata. Value sales of Tetley have risen 0.7% over the past year to £150m, although volume has fallen 3.4% [Nielsen 52w/e 20 August 2011].
“This is all about developing Tetley Tea Folk products that are the perfect accompaniment to enjoying, making or thinking about Tetley tea,” said marketing manager Anand Gandesha. “It is the first time we have leveraged the strength of the Folk in this way and the key thing is that products must be of high enough quality that they can stand on their own feet.”
The Tetley Tea Folk have featured in about 70 TV adverts since 1973 and returned to screens last year after a break of nearly a decade. Brand consultancy Golden Goose has an exclusive three-year licensing deal to represent Tetley Tea Folk in the UK.
Tea Folk set to debut on a range of goods (9 July 2011)
Tetley Facebook site links to tea growers (19 February 2011)