Functional teas for the heart and beyond

Published: 30-Jan-2017

Continuing its drive into functional teas, Tetley in the UK has launched three Tetley Super Green Teas extending the functional benefits of the range to feature European Food Standards Agency – approved health claims relating to heart health, detox and beauty

Tetley Super Green Tea Heart

Green tea with forest fruits and added vitamin B1 to help support the body’s cell function and circulation for a healthy heart.

Tetley Super Green Tea Detox

Green tea with mint and a popular detoxing supplement selenium.

Tetley Super Green Tea Beauty

Green tea with apple and cucumber with added vitamin B7 to help maintain a healthy complexion and activate hair follicles and nail cells.

The momentum behind Super Green Tea has enabled Tetley in the UK to grow value share by 28% year on year.

With Boost and Immune doing exceptionally well, it was important to extend the range to include other popular health benefits which are appealing to younger consumers who have been turning away from tea.

The wide range of benefits offered in this range now gives consumers an added reason to drink green tea.

“The focus on healthier lifestyles has created a really positive market for this range,” says Andrew Pearl, director of customer and shopper marketing.

“Distribution has grown and sales have been strong. The functional benefits have really appealed to shoppers and repeat rates of purchase have been high with many of those buying new to tea, so good for retailers and good for the category as a whole.”

The range has achieved £1.2 million sales in just over a year and has had one of the highest repeat purchase rates of any NPD, nearly 28% of buyers are completely new to tea.

The success of the range has contributed to Tetley’s advancement in the green category as a whole and Tetley is now the second largest brand in green tea.

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