Tetley is set on “reclaiming the throne of Britain’s most-loved tea” with a multi-million advertising blitz.
The company hopes the £2.5 million campaign – which “celebrates the love we have for tea, and all the different ways we enjoy it” – will reverse its plummeting supermarket sales.
According to NielsenIQ, the brand’s value dropped by £4.8 million in the 52 weeks to June 19.
However, Tetley category development director Kieran Bridges questioned this 5.2 per cent decline.
The brand has “increased presence in channels that we don’t believe this cut of Nielsen are measuring”, he told The Grocer.
Bridges continued: “If we compare current sales to pre-pandemic volumes, then value sales of Tetley are 0.6 per cent down.
“The picture shows that we’re annualising a strong period of sales when people bought more Tetley to see them through the difficult at home days.”
Tea rival Twinings also launched a marketing campaign this month after its value plunged by £4.2 million last year.
In July, Unilever announced plans to sell off its €2 billion tea business, which includes brands like PG Tips.