Tetley has been hit hard in Tesco’s latest review of its hot beverages aisle, losing about 40% of SKUs as the retailer opts for trendier lines.
The shake-up has seen around 16 Tetley lines axed by Tesco so far this summer - more than any other brand - with its Super and Indulgence lineups bearing the brunt. It means Indulgence is no longer available in the major mults, having been dropped six months ago by Asda. However, the flavoured black teas - launched in March 2017 - are still sold in Ocado.
“A number of brands have been impacted in the Tesco hot bevs aisle,” insisted Peter Dries, Tetley director of customer & shopper marketing. In spite of its delistings, Tetley continued “to have a close working relationship with Tesco, and our range in-store remains strong” he added. The Tata Global Beverages-owned business remained “the nation’s favourite tea brand, with more buyers than any other”.
Read more: Twinings publishes full list of its tea suppliers in India
Nevertheless, the range review marks a major sales setback for Tetley, the third-biggest tea brand in the mults, after last year returning its value to positive figures. This followed years of decline caused in the main by shoppers turning their backs on traditional black tea.
In recent weeks, Tesco has created space for a number of smaller tea brands such as Heath & Heather and Guyana’s Dalgety - which have rolled out seven and four on-trend herbal lines respectively.
The supermarket has also placed greater emphasis on fashionable cold infusions, giving Tetley some solace as its sees its four-strong Cold Infusions range, unveiled in June, appear in store. The new teas had “great potential to bring younger audiences to the fixture as well as non-tea drinkers attracted by the creation of this new drink occasion” said Dries.
However, Tetley’s infusions have landed on shelf in Tesco at the same time as Cold Infuse – Twinings’ similar but more premium lineup that made its debut in April.
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