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Tetley Takes New Direction with Launch of Super Squash

Building on its success with Tetley Super Teas, Tetley is broadening its presence in the area of functional drinks with the launch of a new product which sees it step out of its ‘tea comfort zone’ into new territory in the squash category.

Tetley Super Squash launched in the UK is a first of its kind product in the category; a tasty squash based on a blend of real fruit juices enhanced by added vitamins carrying 3 EFSA approved health benefits.

Delivering on health, taste and naturalness, this exciting new range is available in a family sized 850ml bottle in 3 delicious flavours perfect for any age group:

  • Sunshine with added Vitamin D: a refreshing and revitalising mix of orange and peach with added Vitamin D to help maintain healthy bones and teeth
  • Boost with Vitamin B6: a reinvigorating burst of berry flavours with the addition of B6 to help reduce tiredness
  • Immune with Vitamin C: a tangy yet sweet combination of Lime and Elderflower with the addition of Vitamin C for added immune supporting benefits

“This is a really exciting development for us,” says Cassie Shuttlewood, Marketing Manager for Tetley. “We believe that health is an untapped opportunity to deliver value in the squash category which has not seen any genuine innovation for some time.

“Consumers are looking for more convenient and enjoyable ways to be healthy and we’ve seen from the success of Super Teas how receptive consumers are to getting the vitamins and health benefits they want from a beverage,” she adds.

In consumer trials over 80% of consumers thought that the Tetley Super Squash was a good fit with the Tetley brand and showed high purchase intent.

“Since the launch of our first Super Teas in 2015 our range now spans sixteen teas and infusions each with EFSA approved health benefits. Sales have exceeded £7.9m since launch with 2.2m buyers, of whom 20% are new to the tea category. The shopper appeal of Tetley delivering beverages with proven health benefits combined with our proven track record of bringing new shoppers to a category will be a positive boost to the squash category,” adds Peter Dries, Director of Shopper and Customer Marketing for Tetley.

Tetley’s first foray into squash will be supported by a launch plan including television and ambient advertising, in store activity and a comprehensive PR, social media and sampling campaign.

For more information on the Seriously Super Squash, and the full Tetley range, head to www.tetley.co.uk, @TetleyUK on Twitter and Instagram or facebook.com/Tetley

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