Cold fusions taking over the tea aisle

Tetley NPD brings innovation to the category

Tetley cold infusion range

TETLEY enters 2019 having added a fair few strings to the brand’s bow last year, offering retailers plenty of options to choose from.

Tetley Cold Infusions hit shelves last summer, bringing the brand into the flavoured water market. The range includes four flavours: Raspberry & Cranberry; Passionfruit & Mango; Orange & Peach; and Mint, Lemon & Cucumber.

Two flavours from the new range — Raspberry & Cranberry, and Orange & Peach — are available as part of the Tetley Cold Infusion starter kit which includes 12 infuser bags and a bespoke 650ml reusable drinking bottle.

When first launched in supermarkets, Tetley Cold Infusions were placed in the hot beverage aisle, in recognition of shopper awareness of the brand, although Tetley brand manager Sabrina Torrens said the NPD was not expected to compete with hot tea, but instead would, “fill a gap in the flavoured water category that is currently not delivering on natural, no sugar drinks at an affordable price point.”

Peter Dries, director of customer and shopper marketing at Tetley said: “Shoppers are becoming more demanding of the products they buy and premium prices have to be matched with desired product benefits.

“As with any NPD, particularly one which requires a change in shopper mind set, pricing has to be realistic and we have worked to ensure that shoppers can get a great tasting drink with ease, for a fraction of the price of an equivalent ready to drink product.

“Success will come down to trial and recommendation, as we have seen with our Tetley Super Squash range, cold drinks from Tetley take shoppers by surprise, but on trial repeat purchase is strong and a loyal shopper base is developing.”

Tetley’s move into the flavoured water category with Cold Infusions follows the launch of Super Squash in 2017.

Adding to Tetley’s now diverse offer, the Super Squash range comprises three flavours: Tetley Super Squash Sunshine with added Vitamin D; Tetley Super Squash Boost with Vitamin B6, and Tetley Super Squash Immune with Vitamin C.