Typhoo is launching a new blend aimed at the fast-growing premium tea market.

Using a mix of quality Assam and African teas, Typhoo Gold launched this week in Tesco (rsp: £2.89/80-bags,) following an 11.3% increase in value sales of premium variants of mainstream tea brands [IRI 52 w/e 5 January].

“Premium mainstream tea is in strong growth and this launch is a good opportunity to further communicate the quality taste of Typhoo,” said CEO Keith Packer. “The new blend of bright full-flavour African teas with strong malty Assam delivers a rich, full-bodied flavour.”

Convenience and impulse formats will follow later this year.