Tetley to launch two new green tea variants

Tetley is to launch two new green tea variants in March: Tetley Green Lemon Grass and Ginger and Tetley Green Honey.

The company has been hugely successful in the green category since launching their first three green SKUs in 2004. Today Tetley's green teas are number two in the market with just under 20 per cent volume share and Tetley Green Lemon is the best selling green SKU with 9 per cent volume share.

The new SKUs are being launched following a year of concentrated marketing for the range in which advertising and widespread sampling has pushed volume sales up 90 per cent year-on-year and created a range valued over £2.5 million.

The two new flavours have been chosen by consumers. From 9,000 collated votes, 31 per cent opted for Tetley Green Lemon Grass and Ginger and 21 per cent for Tetley Green Lemon and Honey from a wide choice of possible flavours.

"Our research shows that the flavours added to green tea are important to consumers," says Simon Attfield, customer marketing controller for Tetley GB. "They take what could be considered an acquired taste and create a more flavoursome and refreshing drink. Many consumers have been surprised at how good green tea can be and we have seen many opting for flavoured green tea as their tea of choice."

The new teas will be sold in packs of 50. They will be available from March. The new products will be supported at launch by in-store sampling and other targeted marketing activity.

Source : Equity Bulls

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