Keith Spicer has unveiled eight fruit and herbal flavours for its Dorset Tea brand, which taps into the growing trend for fruit, herbal and green teas. The brand’s existing range of black teas is already bucking the category trend with value growth of 199% year-on-year, despite the black tea category experiencing a decline of -9.2%.
The wider range is designed to build on this Dorset-inspired success and tap into the trend for infusion teas, which are in growth 9.8% value and green teas, in 16.9% value growth.
The new packaging includes the brand’s strapline, ‘Live, Breathe, Drink’, which centres on the great outdoors and Dorset heritage. With a clean, bold, vibrant pack design, each product has a unique hint of colour to boost on-shelf visibility.
“The new packaging is designed to communicate the ethos of the Dorset Tea brand more clearly, which is all about living and breathing all that Dorset has to offer,” said sales and marketing director Alistair Lee. “We believe that our striking redesign and new products encompass just this, allowing consumers to enjoy a taste of Dorset every day. We know that consumers want a variety of tea flavours that suit their different moods and the NPD we are launching offers something unique to those looking for a range of tea drinking experiences.
“We’ve carefully chosen fusions that are popular with our audience, such as our classic Cool Camomile, but we’re also offering some new combinations such as Blackberry Syllabub.”
A marketing campaign entitled ‘Discover the Taste of Dorset’ supported the launch. The campaign includes trade and consumer PR, social media and sampling activity.
Available in Waitrose at an RRP of £2.25 for 20 tea sachets. Single sachets will also be available for the OOH sector and the whole range is on sale via the brand’s website.
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