Tetley achieved its highest-ever share of the tea bag sector last summer. But, over the year, Tetley’s total sales grew by 0.5%, while PG Tips grew by 5.4% to overtake its great rival.
Npd by Tetley in 2007 centred on the launch of Tetley Redbush, which is now the best-selling redbush sku in the market, and the re-packaging of the fruit teas range designed to deliver “an exceptional fruitier taste”.
Around £8m was invested in marketing and advertising, which went live on TV last April and focused on the different styles of tea within the range.
“The Tetley brand is about providing a range of teas that meet all our consumers’ requirements, ensuring whatever their preference, there is a tea for them,” says Simon Attfield, customer marketing controller at Tetley GB.
There has been plenty of brand activity already in 2008, with a £1m national TV campaign for Tetley Redbush in January and a major on-pack promotion.
2007 £134.3m
2006 £133.6m
yoy change 0.5%
