Debbie Shepard, senior brand manager believes the speciality range offers something to cater to the needs of all consumers. “Flavoured teas are made using our traditional black tea as a base, and combining it with vibrant flavours. These appeal to those consumers looking for something a little different and indulgent,” she says.
Similarly, Green Tea is gaining popularity amongst consumers, as its health benefits are widely documented, and in the same vein, herbal teas offer a caffeine-free option, again offering more choice for the health-conscious consumer.
Research has shown that more consumers are drinking tea, and adding more teas to their repertoires (TGI 2007) with a broader base of South Africans consuming speciality teas.
To capitalise on the current trend, and ensure that more consumers gain access to speciality teas, the brand will be moving from tagged to tagless teabags in this segment, making the range much more affordable. The new speciality teas will be available from all leading supermarkets in March 2008.
Five Roses Absolutely Apple, Creamy Vanilla and Almond Vanilla will be discontinued from the specialty range.
