Fruit and herbal flavours added to Dorset Tea range

The company said the new range – which includes flavours such as Foraged Fruits, and Strawberries and Cream – taps into the growing demand for fruit, herbal and green teas.

According to Nielsen, infusion teas have grown by 9.8% in value in the past year, while green teas are up by 16.9%.

In contrast, the black tea category has fallen by 9.2%.

Marketed as offering ‘A taste of Dorset’, the range comes in new packaging and a ‘Live, Breathe, Drink’ strapline.

Different moods​

Alistair Lee, sales and marketing director for Dorset Tea, believed that consumers want a variety of tea flavours “that suit their different moods,” and that the new products would offer “something unique” to those looking for a range of tea drinking experiences.

“We’ve carefully chosen fusions that are popular with our audience, such as our classic Cool Camomile, but we’re also offering some new combinations such as Blackberry Syllabub”, he explained.

According to Lee, the new packaging is designed to communicate the brand’s ethos more clearly, “which is all about living and breathing all that Dorset has to offer”.

He added: “We believe that our striking redesign and new products encompass just this, allowing consumers to enjoy a taste of Dorset every day.”