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.
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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.
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