Yorkshire Tea has shaken up the British market for black tea with the launch of three “exciting” new speciality brews.
The company hopes that the new products will meet specific needs currently unfulfilled by black tea to address the trend among consumers who are switching out of the category.
They consist of a “rich, strong, satisfying” breakfast brew, with an extra powerful punch of assam for a burst of flavour; “delicately crafted” breaktime brew with a vibrant, satisfying taste of Yorkshire Tea lifted with the flavour of orange and lemon; and a “warming” bedtime brew, which features gently decaffeinated Yorkshire Tea, blended with lemon balm and nutmeg.
Beccie Deighton, assistant brand manager for Yorkshire Tea, said: “While black tea consumption continues to be huge, consumers are increasingly expanding their hot drinks repertoires to meet specific needs that are currently unfulfilled by black tea.
“Our speciality brews have been specially created with these needs in mind, offering consumers a new and exciting black tea proposition and ensuring they can enjoy a proper brew whatever the time of day.”
Each new variant boasts its own bespoke packaging, capturing the beautiful pastoral view that Yorkshire Tea’s packs are known for, with an on-pack scene that changes with each blend to reflect the time of day.
Taking the success of Yorkshire Tea into the speciality black tea market offers huge opportunities for the brand, it said – unlike standard black tea, speciality black tea is seeing growth, with year-on-year shopper penetration up 4.7%, the firm added.
The new range, which will be available to retailers from August, has been sourced and blended respectfully and sustainably from natural ingredients, and will have a recommended retail price of £2.29 per pack.
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