Typhoo rolls out speciality Dome teas

Typhoo is rolling out a range of speciality teas that have so far only been available at its t-fresh café in the Millennium Dome.

The range, which will hit supermarket shelves early next year, will feature the Millennium Blend flavour, along with Earl Grey, Ceylon, Kenyan, Darjeeling and Nilgiri variants.

Despite the Dome’s problems, Typhoo claims the blends have been a success. No advertising budget has been finalised for the range, although the company spent £8m on marketing this year.

Premier International Foods, the company owned by US venture capitalist Hicks Muse Tate Furst which counts Typhoo among its brands, will review visitor figures for t-fresh before deciding whether to roll the format out onto the high street.

Typhoo is also launching a website designed by its creative agency Mother, which was responsible for Indian plantation owner character Tommy Singh. Web agency Zebra also worked on the project.

The site, at www.twothumbsfresh.com, features interactive games and viral e-mails as a fun way to inform consumers about the tea-making process. It also links to Typhoo’s corporate site, at www.pif.co.uk.

Brand manager John Luck says: “The site targets everyone, but we’re mindful of our strategy of making tea more popular among young people.”

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