Clipper Teas has become the UK’s fastest growing black tea brand, according to latest figures from IRI.
The brand’s black tea saw its value sales grow by 4.4% to £5.72m in the last 12 months, compared to a decline of 10% in the black tea category as a whole (IRI 52 w/e 21 May 2016). This also compared well with Yorkshire Tea’s growth of 2.1% to £79.3m during the same period. Private label black tea declined by 11.5%, whilst PG Tips, Tetley, Typhoo and Twinings recorded double-digit declines in value sales in the last 12 months.
In the last 12 weeks to 21 May 2016, Clipper grew its value sales 9.3% year-on-year, almost double thatof Yorkshire Tea (4.9%) and significantly outperforming the black tea category, which declined by 6.5%.
Rebecca Vercoe, brand controller for Clipper at Wessanen UK, commented: “Clipper is creating a real ‘storm in a teacup’ in the everyday black tea category. When choosing their tea, consumers are increasingly looking towards the best blend of taste, quality and ethics. Our Everyday Organic Tea and Everyday Fairtrade Tea delivers all three in abundance, and these figures prove it’s what customers want.”