Background:

Yorkshire Tea was created in 1977 by the UK family-run business Taylors of Harrogate. Originally launched as a regional blend to suit the water of Yorkshire, the product’s appealingly strong taste soon began to generate sales further afield.

Situation:

Careful management over four decades saw Yorkshire Tea grow steadily, and by 21st Feb 2018 it was the third biggest player in the standard black tea market with a volume share of 19.8% (Kantar Worldpanel IRI). But Yorkshire Tea still lagged the market leader PG Tips by a considerable distance (PG had 27.5% share). The brand wasn’t content to sit in third place.

Brief:

The medium-term goal was to overtake Tetley and get to number two, but the long-term dream, whispered in the halls of Harrogate, was to eventually dethrone PG Tips and become Britain’s biggest selling brew by volume (without having to compromise on Yorkshire Tea’s price premium).