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DORSET TEA BREATHES LIFE INTO CATEGORY WITH NEW FLAVOUR INFUSIONS

DORSET TEA BREATHES LIFE INTO CATEGORY WITH NEW FLAVOUR INFUSIONS

October 29 2014

DORSET TEA BREATHES LIFE INTO CATEGORY WITH NEW FLAVOUR INFUSIONS

Keith Spicer Ltd is set to unveil eight innovative fruit and herbal flavours for its Dorset Tea brand. The new look range, which will roll into store from the end of October, taps into the growing trend for fruit, herbal and green teas and positions the brand as offering ‘A Taste of Dorset’.

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. We believe that our striking redesign and new products encompass just this, allowing consumers to enjoy a taste of Dorset every day," said Alistair Lee, Sales and Marketing Director for Dorset Tea.
"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’", concluded Lee.

Dorset Tea has also revamped its website for the launch. The new site includes an updated look and feel, as well as an e-commerce platform to allow greater accessibility for consumers wanting to buy products online.
The new flavours include Blackberry Syllabub, Foraged Fruits, Strawberries and Cream, Wild About Mint, Green Tea with Sunshine Lemon, Pure Green Tea, Cool Camomile and the unique herbal earl grey called The Earl of Dorset – each bringing something fresh to the Dorset Tea range.

The range will be available in Waitrose from the end of October at an RRP of £2.25 for 20 tea sachets. Single sachets will also be available for the OOH sector and the whole range will be on sale via the brand’s website.

*All figures Nielsen 13.09.14