Premier plans to open Typhoo Tea café chain

Premier Brands UK is considering opening a chain of branded Typhoo Tea cafés, called t.fresh.

Premier Brands UK is considering opening a chain of branded Typhoo Tea cafés, called t.fresh.

Premier has negotiated a £3m deal to be the Millennium Dome’s official tea supplier and will open a trial version of the t.fresh café in the Dome in January. If successful, the company will roll out the format.

Premier believes t.fresh will rival high-street Van den Bergh’s Brooke Bond ch’a cafes and Gaffer’s – the Manchester-based tea shop, which Tetley is hoping to turn into a chain.

Premier Brands is third in the tea sales market with a 13 per cent value share, behind Van den Bergh’s Brooke Bond and Tetley, according to Mintel.

Premier marketing director Chris Thomas says: “t.fresh at the Dome will give people a taste of tea drinking in a sophisticated, futuristic setting.

“We will monitor the situation and consider the potential for opening more cafes.”

Thomas would not comment on whether t.fresh would be opened as stand-alone units or part of other outlets, or how the cafes would be financed. Premier is believed to be lining up agencies to pitch for the £5m Typhoo advertising account.

Delaney Fletcher Bozell handles Typhoo’s business. It won it from Saatchi & Saatchi in February 1998.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now