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 a herbal earl grey called The Earl of Dorset.
The new flavours also have new packaging which includes the brand’s ‘Live, Breathe, Drink’ strapline. The packs have a ‘clean, bold, vibrant’ design and each flavour has its own hint of colour to boost on-shelf visibility.
The brand’s existing range of black teas is already bucking has a value growth of 199 per cent 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 per cent value, and green teas, which are in 16.9 per cent value growth.
The range is available now from speciality retailers at an RRP of £2.25 for 20 tea sachets and single sachets will also be available for the out-of-home sector.
Why you should buy it:
Sales and marketing director for Dorset Tea Alistair Lee said: “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.
“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.”