Tetley unveils new-look tea packs for decaf brand
Tetley is to modernise its decaf tea brand by introducing a resealable pack made from laminated paper
The tea firm said that it will modernise its decaf tea by changing the traditional cellophane wrapped carton packaging that it has always had to its modern “soft pack packaging”.
According to Tetley, its new soft pack reduces “packaging waste by over 30% and takes up less space on shelf”.
“We are making a significant investment in our brands this year so it is the right time to make this change. The new pack design will bring Tetley decaf in line with the other every day teas in our range that were given a new look in July,” said Simon Attfield, customer marketing controller for Tata Global Beverages.
The new packs of Tetley decaf will clearly display the tea type and the pack size.
The new packs will begin to roll out from this month and will be available in shelf ready trays of 2×6 for Tetley decaf 40s and 80s and 2x1x3 for Tetley decaf 160s. For the convenience sector Tetley decaf 80s will also be available in a 1×6 tray.
According to Tetley, research shows that the soft packs are a hit with consumers. Being re-sealable they are preferred by many for keeping the tea fresher for longer and they eliminate the collection of tea dust common with carton packs.
The market for decaf teas remains strong showing. For the last seven years Tetley has dominated the decaf sector and currently has 34% value share, more than 10% ahead of its nearest competitor (AC Neilsen Mat to 14 September 2012).
