OREANDA-NEWS. October 31, 2012. Tetley is set to modernise its market-leading decaf tea by changing the traditional cellophane wrapped carton packaging that it has always had, to its modern soft-pack packaging.

“We are making a significant investment in our brands this year, so it is the right time to make this change. The new design will bring Tetley decaf in line with other every day teas in our range that were given a new look in July,” says Simon Attfield, customer marketing controller, Tata Global Beverages.

The new packs of Tetley decaf will clearly display the tea type and the pack size, and will have visual impact on shelf whilst taking up less space. The new packs will begin to roll out from this month and will be available in shelf ready trays of 2x6 for Tetley decaf 40s and 80s and 2x1x3 for Tetley decaf 160s. For the convenience sector, Tetley decaf 80s will also be available in a 1x6 tray.

Research shows that soft packs are a hit with consumers. Being re-sealable, they are preferred by many for keeping the tea fresher for longer and they eliminate the collection of tea dust common with carton packs.

The market for decaf teas remains strong. For the last seven years, Tetley has dominated the decaf sector and currently has 34 percent value share, more than 10 percent ahead of its nearest competitor (AC Neilsen Mat to September 14, 2012).