To capitalise on the 10% year-on-year growth of green and herbal tea, Typhoo is rolling out its Heath & Heather brand to convenience retailers.

The brand is currently only available in Holland & Barrett but will be available to independents in spring.

The range contains 45 lines, but Typhoo is focusing on its five-strong Super Tea range. The flavours are available in packs of 20, RRP £2.99.

Each of these are named after a health benefit. The range includes Energising Morning Time, Relaxing Night Time, Detoxing Slim Tea, Supportive Root Remedy and Digestive Super Seeds.

Adil Hamid, marketing controller for Typhoo Tea, told Retail Express: “Customers don’t necessarily know what ingredients like ginger and turmeric will do for them, so we wanted to make it clear on pack.”

Retailers should encourage shoppers to try the new flavours by encouraging multi-buy deals with regular black tea.

“Not enough convenience retailers are making the most of the growth. There are better margins on green and fruit & herbal tea so it’s worth encouraging customers to trade up,” Hamid added. 

Typhoo Tea is also aiming to keep black tea sales strong by returning to TV at the end of March with a campaign that also includes outdoor and digital advertising.