‘We will lose people’: Why Typhoo is ‘repurposing’ its brand to restart growth
Typhoo is the oldest British tea brand, but it has adopted a fresh approach, product and mission to encourage change across the tea category, while also reversing its own decline.
When thinking about challenger brands, and particularly mission or purpose-led challenger brands, startups or scale-ups may come to mind. There are many brands created specifically to challenge the categories they operate in; Tony’s Chocolonely in chocolate and Who Gives A Crap in toilet paper, for example.
In the tea category, the role of challenger brand is one that the UK’s oldest tea brand Typhoo is now looking to step into as it “repurposes” its brand to challenge the category and address the endemic issue of sexual violence against women in the supply chain.
While black tea volumes have been declining in recent years, it still has an extremely high penetration, with 60.5 billion cups consumed in the UK every year, according to the UK Tea Council.
