£1.3 million investment package for Tetley Cold Infusions

Tata Global Beverages has announced a £1.3 million investment in its Tetley Cold Infusions range with new products, new formats, and a programme of marketing and in-store support.

A new flavour, Strawberry & Watermelon, has been added to the range. It has no caffeine, sugar or artificial flavours and is available in packs of 12 with an rsp of £2.49.

To boost convenience and on-the-go sales, Tetley has also introduced a new Clip Strip carrying 12 units of three infusions. Two formats are available: one featuring its top selling Cranberry & Raspberry flavour and another a mixed variety strip with Cranberry & Raspberry, Mint, Lemon & Cucumber, and Passion Fruit & Mango styles. The packs of three infusions have an rsp of £1.

The smaller packs of three infusions are also being made available in a shelf-ready tray carrying nine infusions, in the same two formats as the Clip Strip (Cranberry & Raspberry and mixed variety) and also with an rsp of £1.

The company has revamped its Tetley’s starter kit too. One each of its top flavours in packed inside the recyclable branded drinks bottle, reducing the overall packaging size of the starter kit and reducing shelf footprint by 50%. Packed in units of six per case, the starter kits have an rsp of £6.99.

Tetley’s support for Cold Infusions is running throughout the summer with live events, sampling, print, outdoor and social campaigns ‘shaking up water and waking up flavour’ throughout the country.

Starting with an interactive and educational stand at the three-day Women’s Health Live show in London, 10,000 bottles will be given out. Impactful ambient print and digital posters will be outside the event and at other high footfall locations throughout the country.

A print and digital campaign will also feature in major health, women’s and lifestyle titles.

Tetley’s digital campaign includes sponsorship of online content in support of the next series of Love Island, plus a Love Island snapchat takeover.

With more followers on social media than any other tea brand, Tetley’s campaign will utilise the power of social media with a full schedule of activity.

The new products and consumer campaign will be complemented by a comprehensive instore programme of promotions and secondary sitings, with branded shippers and pop-up units.

Cassie Shuttlewood, marketing manager for Tetley Cold Infusions, says: “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 £800,000 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,” says

The cold infusions sector is worth over £5.8 million and growing, with Tetley currently holding 14% volume share.