Free Display Unit With Drury’s New Pyramid Tea Bags

The Drury Tea & Coffee Company has launched a new range of speciality teas in pyramid shaped bags.

The pyramid shape is vital in that it permits the use of large leaf teas in teabag form, allowing the tea to brew more efficiently.

Apart from the specialist material itself, the most visually remarkable thing about the teabags is the stunning new packaging. Designed with a blue ‘family’ feel, each of 19 different varieties is differentiated by an Art Deco-style illustration relevant to the respective tea type. The design evokes the mood of the thirties when The Drury Tea & Coffee Company was founded. The packaging has a clear window so that the teabags can be clearly seen.

The new range is all blended and packed in-house at Drury’s premises in south London and is the result of a six-figure investment in a new Fuso packaging machine from Japan. The range comprises:
• Breakfast BOP
• Imperial Earl Grey
• Assam FOP
• Darjeeling FOP
• Yunnan FOP
• Jasmine with Flower
• Pinhead Gunpowder Green
• Spiced Chai with Assam FOP
• Camomile Flowers
• Peppermint Leaves
• Lemon & Ginger infusion
• Rooibos
• Passionfruit & Orange Infusion
• Redberry Fruit Infusion
• Summer Garden Floral Tea
• Pai Mu Tan China White Tea
• Indian Spiced Chai with Assam
• Ti Kuan Yin China Oolong
• Christmas Tea

The packs each contain 15 teabags and are packaged six to a case, with resale price points of £3.50, £3.95 and £4.95 per pack depending on the variety.

MERCHANDISING OFFERS
To help sell the teas through, Drury has designed a colourful counter-top merchandiser together with a matching wall poster featuring some of the stunning Art Deco images from the packs. It holds 60 boxes of 15 teabags and costs £25 to purchase. It is however, being offered free to retailers for first time orders. There are two packages available - 10 cases of mixed pyramid teabags (6 x 15s) for £145 or 15 cases for £215. Both offers are limited to one per customer and exclude Pai Mu Tan and Ti Kuan Yin teas, which may be substituted for another variety for a supplement of £5 per case.

Says Drury director, Marco Olmi: “What is so special about the pyramid bags is that they allow us to use real leaf, so we don’t have to compromise on the type of tea we put into a bag. The benefit for the consumer is that they yield all the flavour of leaf tea coupled with the convenience of teabags. The merchandise stand reflects the Art Deco theme of the range and look terrific in-store.”