Tetley has announced a £1.3m investment in its Tetley Cold Infusions range with new products, new formats, and a wide-reaching programme of marketing and in-store support starting this month.
First up is the launch of a new flavour, Strawberry and Watermelon, with no caffeine, sugar or artificial flavours. Available in packs of 12 infusions the new SKU has an RSP of £2.49.
To boost convenience and on-the-go sales, Tetley is introducing a new Clip Strip carrying 12 units of 3 infusions. Two formats will be available one in its top selling Cranberry and Raspberry flavour and another a mixed variety strip with Cranberry & Raspberry; Mint, Lemon and Cucumber; and Passion Fruit and Mango. The packs of 3 infusions will have an RSP of £1 each.
The smaller packs of 3 infusions are also being made available in a shelf ready tray carrying nine infusions, again in the top selling Cranberry and Raspberry flavour and in a new variety pack of its three best-selling flavours Raspberry and Cranberry; Passion Fruit and Mango; and Mint Lemon and Cucumber available with an RSP of £1.
Changes will be seen with Tetley’s starter kit too. Packing one each of its top flavours inside its fully recyclable branded drinks bottle will reduce the overall packaging size of the starter kit and reduce shelf footprint by 50%. Packed in units of 6 per case, the starter kits have an RSP of £6.99.
Tetley’s support for Cold Infusions starts this month and will run throughout the summer with live events; sampling; print; outdoor and social.
The new products and consumer campaign will be complemented by a comprehensive in-store programme of promotion and secondary sitings with branded shippers and pop-up units underpinned with a strategic online campaign to heighten visibility and drive trial.
Cassie Shuttlewood, marketing manager for Tetley Cold Infusions, commented: “Tetley is one of two major brands in this area and as distribution and awareness grows it looks set to be an exciting summer for Cold Infusions. This is our second summer season for the range which has already delivered over £0.8m in sales in 12 months.
“The offer of an easy, tasty and healthy way to maintain hydration levels has captured shopper interest and the new flavours and formats will help to keep the offering fresh and relevant.”