Simon Mowbray Typhoo is to become the latest major tea brand to undergo a multi-million pound revamp, in a bid to halt plummeting sales. Premier Foods International is brewing up a £5m overhaul of the famous brand, including new packaging and a £3m multi-media campaign to include TV, press, radio and poster ads. It is hoped the move will help turn round diving sales figures for the UK's fourth best-selling brand, which saw sales fall by more than 28% in the year to the end of January, resting at less than £26m [Information Resources]. Kicking off next month, the new ads will play on the old You only get an OO with Typhoo' slogan, changing slightly to Get back your OO with Typhoo'. New packaging is also aimed at making tea more relevant to 25 to 40-year-old customers who have deserted tea in recent years, switching to coffee, water and soft drinks instead. Premier is the third major tea producer in as many months to reveal a change of tack in a tough market which is down 2.7% at £493.5m. In January, Unilever Bestfoods' PG Tips and Tetley were given marketing makeovers, although the two £100m+ brands bucked the general trend last year by putting on sales. Typhoo group brand manager Nicola Ferguson said: "Tea is still the largest drink within the repertoire of all people over the age of 17. "We are confident this approach will succeed in drawing new users into the brand while increasing usage among existing consumers, boosting overall sales." {{P&P }}

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