To PDF please click here

tea
REFRESHINGLY GOOD FOR BUSINESS
THE TEA REPORT
CONTENTS
Page 2
United by our love of tea
Page 3
An exciting profit opportunity
Page 4
Tea is the top choice
Page 5
A golden opportunity - if you get it right
Page 6
The problem areas
Page 7
Serving the perfect cup of tea
Page 8
The right product at the right time
Page 9
The reassurance of the right brand
Page 13
Health and vitality
Page 16
Doing our best for the planet
Page 17
Summary
Page 22
A brief guide to the world of tea
Page 23
THE TEA REPORT
UNITED BY OUR LOVE FOR TEA
From the mountains of Afghanistan to the river basins of
Zambia, tea is the beverage of choice for millions of people
every day. But tea is more than just a beverage. It has become
inextricably entwined with lifestyle around the world.
In Austria, tea drinkers add a dash of their favourite spirit. In Nepal, it is always served
with sugar, and in Tibet, it is mixed with salt and butter made from rancid yak’s milk
to form a drink called ‘tsamba’.
WHY WE DRINK IT
There are a number of reasons why people drink tea. In many cultures there is a
ceremonial aspect to preparing, serving and drinking tea and it is often a basis for
a social occasion.
Other reasons include:
• Refreshment
• Comfort & warmth
• It positively contributes to our emotional well-being but can also help form a natural
break in the day
THE GREAT BRITISH TRADITION
Tea first went on sale in England in 1658 and its popularity grew as it became more
universally available. At the beginning, it was a luxury reserved only for the very wealthy, but
by the 19th Century, it was enjoyed by people across the whole spectrum of society. Now it
is the nation’s favourite drink.1
TRUST THE EXPERTS
Unilever is the world’s biggest tea company, employing more than 40 specialist buyers,
together representing more than 100 years of accumulated knowledge of tea.
Our buyers purchase 300,000 tonnes of tea a year – that is around 12% of all the black tea
produced globally.
We have our own tea estates and factories in East Africa, and at our plantation in Kericho,
Kenya, we have established the industry benchmark for best practice in tea cultivation, with
the welfare of our people being a paramount concern.
REFRESHINGLY GOOD FOR
BUSINESS
For foodservice and hospitality
operators, the right tea offering can
bring in new customers, generate
extra sales and promote a quality
message.
This report is designed to
demonstrate how you can use tea to
help you compete in today’s tough
economic climate.
If you want to know about tea, we
are the people to ask.
Our best-selling Lipton Yellow Label is sold in 150 countries and
is the world’s second biggest non-alcoholic beverage brand,
after Coca Cola.
2
In the UK, Lipton is joined by PG tips, the nation’s favourite tea.3 Of the 150 million-plus
cups we consume every day, some 35 million are made with PG tips tea.4
1 National Drink Survey, September 2008
2 TO Basis, net proceeds of sales IFRS equivalent – average 2007
3 Latest IRI Data to 16 May, 09 Based on Normal Tea Bags
4 Latest IRI Data to 16 May, 09 Based on Normal Tea Bags
Page 5
THE TEA REPORT
AN EXCITING PROFIT OPPORTUNITY
The global economic turmoil has created a new kind of
consumer – time poor and cash poor.
A MORE DEMANDING CONSUMER
People have less money in their pockets and they are more reluctant to spend it. In January
2009, Real Business magazine wrote,
‘To save pennies, more and more of us are spurning restaurants
in favour of takeaways.’
5
When people eat out today, their expectations are higher than they were 12 months ago.
They want to be rewarded with a quality product that represents great value for money. Not
only that, but if they are going to return, the whole experience must make them feel good.
There has to be an emotional benefit.
In order to achieve the kind of experience consumers are looking for, caterers must pay
attention to the big issues – health, ethics and sustainable sourcing to name but a few.
These concerns are no longer confined to a few evangelical entrepreneurs; they are the
standard requirements for every foodservice operator.
TOP CONSIDERATIONS WHEN DECIDING WHAT TO BUY/EAT
OUTSIDE THE HOME:
47%
Price / value for money
43%
What I like / the family likes
Eating food that is healthy
40%
Food Hygiene / Risk of food poisioning
36%
17%
A treat*
16%
Convenience / speed
Locally grown food
Animal Welfare
14%
10%
Base: All (3219)
* Only asked in relation to outside the home
Proportion of respondents mentioning each item (prompted) (%)
Source: FSA Public Attitudes to Food Jan 09
5 Real
Page 4
Business article January 2009 (email)
THE TEA REPORT
TEA IS THE TOP CHOICE
At the 2009 International Tea Convention in India, speakers and
delegates agreed that the economic downturn had not had a
negative impact on the global tea trade.
At the Convention, Unilever’s Pradeep Jeyathilak explained that tea sales in the UK had
increased because of three factors: its retail price relative to other drinks; its high level of
in-home consumption, and the emotional benefit for the consumer.
THE NUMBER ONE CHOICE
Over the last decade tea has remained the UK’s number one beverage choice.
SHARE OF THROAT TOTAL
30.6%
13.1%
Tea (incl. F&H)
33%
17.1%
6.2%
Soft Drinks (inc mixer)
Coffee
Alcohol (inc w.mixer)
Other beverage
Weighted Drink Volume (%) October 2007 - September 2008
Source: National Drinks Survey October 2007 to September 2008 – consumption by volume
OUT OF HOME POPULARITY
Tea however, is not as popular out of home.
SHARE OF THROAT OUT OF HOME COMPARISON
36.5%
16.8%
Coffee
18.7%
18%
In Home
Out of Home
Tea (inc F&H)
Weighted Drink Volume (%) October 2007 - September 2008
Source: National Drinks Survey October 2007 to September 2008 – consumption by volume
WHY?
In a research study commissioned by Unilever,6 evidence shows that this discrepancy is due
to a number of factors, all of them based on foodservice operators’ perceived inability to
serve a good cup of tea.
• Seven out of 10 tea-drinkers were found to be dissatisfied with the tea they bought
from foodservice outlets and thought they could make it better at home.
• 62% said they would choose something other than tea, even though this was their
first choice, because they were so distrustful of the quality of the tea in a catering
establishment.
• 44% of tea-drinkers said they would be willing to pay as much for tea as they did for
coffee if it were better quality – and this rose to 54% for those who drank tea out of
home at least once a week.
6
TNS Omnibus July 2007
Page 5
THE TEA REPORT
A GOLDEN OPPORTUNITY
FOR THOSE WHO GET IT RIGHT
People are prepared to pay as much for tea as they do for
coffee, if it is treated with the same degree of reverence by the
operator.
This represents the typical pricing structure in a café outlet:
Cost per cup
(excluding milk & sugar)
We really liked the concept of
an all-in-one tea solution and
decided to sell PG2GO on all our
UK vessels. In the first year 2006,
we saw 20% growth in sales.
‘We increased the price from
£1.20 to £1.65, as we were
selling a premium brand and
meeting consumer demand for a
quality cup of tea out-of-home.
‘Our customers instantly identify
the PG tips brand and are
prepared to pay a higher price for
it. They recognise the brand from
their cupboards at home and
know that it delivers great taste
and quality every time.
David Williams, food services manager,
Stena Line – one of the world’s largest
ferry operators
Page 6
Price per cup
Profit
Coffee
£0.08
£1.65
£1.57
Tea
£0.02
£1.15
£1.13
There is the opportunity for operators to charge 50p more per cup of tea, if they
follow our simple recommendations in this report.
Cost per cup
(excluding milk & sugar)
Price per cup
Profit
Coffee
£0.08
£1.65
£1.57
Tea
£0.02
£1.65
£1.63
£9,125 profit per year
from just 50 cups of tea a day!
Number of servings
Profit K
20 cups a day
£3,650
30 cups a day
£5,475
50 cups a day
£9,125
100 cups a day
£18,250
150 cups a day
£27,375
(per day)
(per year)
THE TEA REPORT
THE OUT OF HOME PROBLEM AREAS
Research has shown that tea remains the number one beverage
choice, so why are 33% of tea drinkers not choosing tea out of
home? 7
People would choose tea if they could be sure of the quality, but it is a very personal thing.
They want their tea the way they make it at home. This represents a profitable opportunity
for the foodservice operators who decide to invest time and effort in getting their tea right.
The issues come down to three areas:
7
Problem Area 1
Service, presentation and taste of the tea
Problem Area 2
The right product at the right time
Problem Area 3
Branding. The reassurance of a familiar, quality brand
Omnibus July 2007
Page 7
THE TEA REPORT
Problem Area 1
SERVING THE PERFECT CUP OF TEA
Unilever commissioned a survey to see why consumers were
not enjoying tea out of home.
THE PROBLEMS
When it comes to serving tea, there are 6 problem areas: 8
1. The mess created by used tea bags
2. How the tea is presented
3. How long it is left to brew – everyone has their own idea about this
4. The fact that it’s not made the same way as at home
5. Lack of consistency – every outlet serves it differently
6. The quality of the milk
THE SOLUTION
Unilever foods recommends the following seven steps to serve the perfect cup of tea.
SEVEN STEPS TO THE PERFECT CUP OF TEA
1. Choose a quality brand and let people know what they are drinking - use
tagged teabags, feature it on the menu or promote it with table cards.
2. Offer a choice of teas, clearly described and attractively merchandised.
3. Make sure the water you use is hot, just off the boil.
4. Let your customers control the strength of the brew, either by asking them
how they would like it served, or by presenting them with the tea bag and hot
water.
5. Provide fresh semi-skimmed milk.
6. Serve it in a vessel that’s appropriate to the occasion and the establishment –
china or porcelain for five star dining, mugs for informal bars and cafés,
PG2GO or triple-walled paper cups for takeaway.
7. Always give the consumer somewhere to put their used tea bag.
Following our model isn’t difficult, but it could mean the difference between
refreshed, happy customers or people who leave your establishment with no intention
of coming back.
8 Fathom
Page 8
European tea research April 2008
THE TEA REPORT
Problem Area 2
THE RIGHT PRODUCT AT THE RIGHT TIME;
ANTICIPATING YOUR CUSTOMERS’ NEEDS
Tea is refreshing, but that’s not the only reason why we drink it.
Consumers drink tea for comfort, warmth, to be sociable and it
helps create a break in the day.
REASONS WHY PEOPLE DRINK TEA AND COFFEE
86%
Total
78%
70%
Refreshments
A break in
the day
68%
Comfort and
warmth
To be sociable
Source: Omnibus survey July 2007
TEA HAS A DIFFERENT ROLE AT DIFFERENT TIMES OF THE DAY
DRINKS CONSUMPTION BY DAY PART
42.2
31.2
Tea (incl. F&H)
26.2
Coffee
23.9
22
11.5
4.9
4.4
Before
breakfast
16.2
8.7
2.4
At
breakfast
Morning
1.4
2
2
0.7
0.5
Midday
Weighted Drink Volume (%)
Afternoon
Source: National Drinks Survey September 2007
Evening
meal
Evening
Before
bed
HOW TO BUILD TURNOVER AND PROFIT
Meal-deals are great ways to increase spend per head - try linking with daytime
snacks or lunchtime specials.
TOP TIP
Page 9
THE TEA REPORT
Problem Area 2
TEA SERVED BY TYPE OF OUTLET
• The volume of hot beverages consumed each year easily outstrips that of soft drinks and
alcohol, and tea is the UK’s number one beverage choice.
• More tea is consumed in the workplace than anywhere else, but that doesn’t mean that
the opportunities are limited.
• With travel and leisure accounting for 14% of total tea sales, it is clear why it is so
important to make sure that tea is served in a format that suits people on the move.
CONSUMPTION OF TEA BY CHANNEL
5%
34%
Commercial
Pubs
FSR incl Café
38%
14%
7%
Travel & Leisure
Workplace
Education
2%
Based on the number of servings
Source: NPD Crest YE June 08
CLEAN AND SIMPLE SOLUTION
PG2GO takes the hassle out of takeaway tea. Each cup contains a PG tips pyramid tagged
tea bag, which is pre-threaded through the special patented lid. Add hot water, milk and
sugar, leave the tea to brew until it has reached the required strength, then pull the thread
tight and lock the tea bag into the lid. Easy!
UNTAPED SALES OPPORTUNITY
The 2008 Publican Food Report stated that 94% of pubs sell tea and coffee and yet
pubs only account for 2% of the total tea served out of home.
TOP TIP
Page 10
THE TEA REPORT
Problem Area 2
FUN AND VARIETY
People are used to selecting from a range of coffees and they expect something approaching
the same kind of choice when it comes to tea. It is important to give customers the
opportunity to trade up to speciality blends when they’re out of home, as this will mirror
what is happening in the home.
Looking at what people buy in the supermarket, it is clear that tastes in tea are changing and
it is important for foodservice operators to keep pace.
TOP 10 SELLING RETAIL TEA VARIANTS
1. Normal Blended
6. Fruit & Herbal Rooibos
2. Speciality Earl Grey
7. Fruit & Herbal Camomile
3. Speciality English Breakfast
8. Green Tea
4. Fruit & Herbal Peppermint
9. Fruit & Herbal Lemon
5. Speciality Assam
10. Fruit & Herbal Lemon & Ginger
Dedicated tea bars like the Tea Palace or TeaSmith in London, are springing up in cities
around the UK for hard-core tea-lovers. They’re funky, modern places, which appeal to the
next generation of tea-drinkers.
New tea-drinking experiences are being explored, both in terms of theatre and variety.
SATISFYING YOUR CUSTOMERS
We recommend putting a range of teas on the menu and giving them as much
profile as you do coffee.
TOP TIP
TNS data shows that consumers are purchasing more adventurous flavours in home.
There are now over 13.5 million households in the UK purchasing outside of the
“Normal” tea categories. 9
HOUSEHOLD PENETRATION OF TEA MEASURE
90%
84%
26%
Total Tea
(inc Fruit
& Herb)
Normal
Fruit &
Herb
13%
14%
Green
Speciality
Percentage of UK households purchasing tea
Source: TNS Data April 2009
9 Lastest
TNS Data to 19 April 09
Page 11
THE TEA REPORT
PG TIPS AND LIPTON
Cup
Mug
Disposable
Tea Pot
Large pot/urn
Leaf machine
Granule machine
On the go takeaway
Conference rooms
Executive dining
Page 12
Se
ns
or
y
Li
pt
on
Sp
ec
ia
lit
y
Li
pt
on
PG
2G
O
Gr
an
ul
es
Ve
nd
in
g
Le
af
Ve
nd
in
g
En
ve
lo
pe
Ta
g
&
St
rin
g
pi
nt
4
Cu
p
Tw
o
O
ne
Cu
p
A tea for every occasion.
Whether it’s tea for two or tea for two thousand, a quick drink
on the go or to sit down and relax, Unilever has the right type
of tea for every occasion. Every sector has different tea
requirements, and Unilever can provide the solutions you need,
from on-the-go takeaway options and vending machines, to
executive dining and afternoon tea.
THE TEA REPORT
Problem Area 3
THE REASSURANCE OF THE RIGHT BRAND
ENHANCING YOUR REPUTATION AND BUILDING LOYALTY
When asked 10 nearly two-thirds of consumers believed it was important for catering
establishments to offer quality brands of both tea and coffee.
73% said they would be willing to pay a small premium for quality brands.
59% said they would have a positive impression of the place if branded tea and
coffee were offered.
73% agreed that, ‘if a catering outlet uses and serves good quality brands it
reassures me about the quality of their food’.
71% said they were more likely to return to a food outlet if it used good quality
branded products.
THE NO 1 BRANDS IN THE MARKET
PG tips and Lipton have become renowned, iconic brands
thanks to the quality, care and innovation that go into
producing these flavourful teas.
Serving the right cup of tea is
essential for our business, as our
customers wouldn’t expect
anything less from a traditional,
British take-away café.
‘In 2007, we switched to PG tips
tea as we wanted our customers
to enjoy a cup of tea that was
similar to what they would make
at home and PG tips was the
brand. Since switching, we are
selling far more cups of tea and
our sales have quadrupled.
Simon Mendelson, owner,
Broom Lane Butty Bar
They are strong, reliable brands, offering a reassurance of the kind of quality consumers will
go out of their way to find, even in the gloomiest economic times.
10
TNS UK Omnibus March 2008
Page 13
THE TEA REPORT
PG TIPS
In the early 1930s, Brooke Bond introduced a blend of tea into
the UK, which was to have lasting success.
PG tips was first introduced through a campaign aimed at doctors and nurses, as there was
much talk about its qualities as an aid to digestion. A name was invented for this medicinal
product, ‘Pre-Gest-Tea’. Packets bore the letters ‘PG’ and the tea became known to the trade
as ‘PG tips’.
Since the 1930s, PG tips has been a household name in Britain. It has been responsible for
several industry ‘firsts’ and one of the most memorable TV campaigns of all time, featuring
the PG tips chimps.
With the inauguration of independent television in the UK in September 1955, Brooke Bond,
true to its tradition, became one of the first companies to successfully exploit the
opportunities offered by the new medium. The first Brooke Bond ‘Chimpanzees’ TV
commercial appeared at Christmas 1956. Chimps had a long-standing association with tea
because of the ever-popular Chimpanzees Tea Party at the London Zoo. Soon the Brooke
Bond chimps were in demand for public appearances and they began to make
merchandising tours around the country, drawing huge crowds as they ‘helped’ to open
supermarkets and new stores. These chimp ads ran on UK television until 2001.
1930s
PG tips introduced
1950s
Chimp advertising campaign
1960s
Launch of PG tips in tea bags
1990s
First with the pyramid tea bag
2000s
Leading the way with Rainforest Alliance accreditation
Innovative ideas have flourished in foodservice, too, where
convenience is a must. PG2GO, launched in 2003, was a great
example of this, providing an instant solution to the age-old
problem of what to do with the used tea bag.
Page 14
THE TEA REPORT
LIPTON
HOW THE WORLD’S NUMBER
ONE TEA BRAND STARTED…
Lipton was created at the end of the 19th century by Sir
Thomas Lipton. Over the last 100 years, thanks to the quality of
its tea and expertise of its world’s best tea specialists,
professionals in tea growing and blending, Lipton has become
today’s number one tea in the world.
THE VISIONARY SIR THOMAS LIPTON
Sir Thomas Lipton, born in Glasgow, Scotland in 1850, created such a marketing empire that
within a few years his name became inextricably linked with quality tea.
He set up his first shop at 101 Stobcross St, Glasgow UK, serving teas available in three
grades: 1st, 2nd and 3rd Quality. 1st Quality was to later become Lipton Yellow Label.
In 1890 he set sail for Ceylon in search of the world’s finest tea. There he turned the
growing of tea into a subtle and notable art, blending teas to create unique and refreshing
flavours that brought him fame and fortune.
Under the slogan “direct from the tea garden to the tea pot”, he made tea a popular and
approachable drink for everyone – high quality but reasonably priced.
To this day, we are pursuing Sir Thomas’ aim to make Lipton teas available to consumers
around the world. The Lipton teas are his heritage and they are more popular than ever.
Sir Thomas Lipton was the first true modern advertiser, ahead of his time. Thanks to him,
Lipton is now World Leader and present in more than 120 countries.
Our Lipton range now includes black teas, flavoured and speciality teas, fruit and
herbal infusions, and our gourmet selection of teas and infusions.
Page 15
THE TEA REPORT
TEA IS THE HEALTHY CHOICE
Globally, tea is second only to water in terms of the volume we
consume each year – and according to health experts, this is
just as it should be.11
In 2006, the American Journal of Clinical Nutrition published guidelines for daily beverage
consumption, recommending up to:
• 13 servings of water
• 8 servings of unsweetened tea
• 4 servings of coffee
• 4 servings of non-calorifically-sweetened beverages
• 2 servings of low fat milk
• 1 serving of fruit juice or alcohol
• 1 serving of calorifically-sweetened beverages
At a time when 62% of consumers say they are more health conscious when eating out of
home12 and 65% of tea drinkers agree with the statement ‘tea is healthy’13, its positive
benefits make tea the ideal choice.
HEALTH AND VITALITY
GOOD FOR HYDRATION
Scientists place leaf tea second only to water as the ideal beverage for hydration
purposes.14 Drinking up to six cups of tea can contribute to our daily requirement for
1.5 to 2 litres of water per day.
LOW IN CAFFEINE
Tea beverages contain half the level of caffeine compared with an average cup of
brewed coffee.
ANTIOXIDANTS
Tea naturally contains anti-oxidants known as flavonoids. Flavonoids are also found
in many fruit and vegetables.
NO CALORIES
Leaf tea contains no calories and fits in well into a calorie-controlled diet. Even with
semi-skimmed milk, one cup typically contains just 14 calories.15
FLUORIDE
Tea is a great source of fluoride, which has been associated with better dental
health.
11 American
Journal of Clinical Nutrition, March 2006
UK Omnibus March 2008
survey 2007
14 American Journal of Clinical Nutrition, March 2006
15 Using 30mls of semi-skimmed milk.
12 TNS
13 Omnibus
Page 16
THE TEA REPORT
DOING OUR BEST FOR THE PLANET
Celebrating 25 years of ethical, sustainable tea
Page 17
THE TEA REPORT
CELEBRATING 25 YEARS OF ETHICAL,
SUSTAINABLE TEA
Unilever has a long history of developing sustainable
agriculture and our approach to tea cultivation, production
and supply is often said to set the benchmark for best practice
in the industry.
Since acquiring our own tea estate in Kericho, Kenya, in 1984, we have worked hard to
improve the standard of living of workers and ensure that farming practices are in harmony
with the environment.
This is an extraordinary
commitment by Unilever, which
will make a huge difference to a
very large number of people in
Africa and elsewhere.
Jonathon Porritt, founder director
Forum for the Future
In 2002, we launched our own sustainable agriculture guidelines. These have been
communicated to most of our tea suppliers globally and around two-thirds of our tea now
comes from producers who comply with these standards or are part of our sustainability
programme.
In 2007, we went even further, inviting the Rainforest Alliance™ – better known for its work
with coffee – to collaborate with us in certifying tea that is grown with consideration for fair
treatment of employees, good working conditions, water conservation, wildlife protection,
soil management and conservation.
Our aim is to have all Lipton Yellow Label and PG tips tea bags
in Western Europe come from certified sources by 2010 and the
task completed worldwide by 2015.
Page 18
THE TEA REPORT
KERICHO, KENYA
Page 19
THE TEA REPORT
DEFINING CORPORATE SOCIAL
RESPONSIBILITY (CSR)
We believe CSR means conducting your business in a way that’s
sensitive to the world around you.
Despite the worsening
outlook, shoppers are still placing
an emphasis on environmental
concerns …
Two out of three people think it
is important to buy from
environmentally responsible
companies, with about one in
seven saying that they had even
decided to take their custom
elsewhere if they felt a company’s
environmental reputation was not
up to scratch.
Carbon Trust
March 2009
Supporting animal welfare, for example, by using free range eggs for Hellmann’s
Real Mayonnaise
Making sure products are ethically sourced, not taking advantage of cheap labour
and poor working conditions in third world countries
Giving customers healthy choices
Making sustainability one of our purchasing criteria
Using less fuel and water, reducing the amount of waste and recycling wherever
possible
Reducing our carbon footprint
Playing a part in the local community and supporting charitable causes
WHY IS CSR IMPORTANT?
Consumers want to buy from businesses that are doing the right thing and investors want to
own shares in ethical companies. Major hospitality operators have appointed dedicated CSR
directors – it’s that important.
We are enabling all our foodservice customers to do something positive for the
planet – and for their business – by serving tea which carries Rainforest Alliance™
accreditation.
Page 20
THE TEA REPORT
WHAT DOES RAINFOREST ALLIANCE™
ACCREDITATION MEAN?
It means things are produced in a way that protects the
environment, wildlife, workers and local communities.
DO CONSUMERS KNOW ABOUT IT AND RECOGNISE THE LOGO?
The Rainforest Alliance™ operates in more than 60 countries around the world. Besides
Lipton and PG tips, it is used by some of the best-known consumer names including:
American Airlines, Asda, Ben & Jerry’s, B&Q, Easy Jet, Holiday Inns, McDonalds, Morrisons,
Pret a Manger, Sainsbury’s, Tesco, Victoria’s Secret, Waitrose and Wal-Mart.
The logo is clearly visible to the Eden Project’s million-plus visitors a year, and the last Harry
Potter book was printed on Rainforest Alliance™ certified paper.
HOW DOES IT COMPARE WITH FAIRTRADE?
Fairtrade is good, but only covers commerce: helping disadvantaged farmers and workers in
developing countries get a better deal. The Ethical Tea Partnership is just about welfare:
monitoring living and working conditions on tea estates, to make sure tea has been
produced in a socially responsible way.
Increasingly, companies like Unilever see Rainforest Alliance™ as the leading certification
because:
• It covers every aspect of corporate social responsibility
• It appears regularly in the media
• It is growing rapidly and currently has 35,000 members and supporters 16
• It links your brand with some of the most-respected business operators
THE BOTTOM LINE
By serving Lipton or PG tips tea you will have the right to display the Rainforest
Alliance™ logo.
TOP TIP
• Existing customers will keep coming to you, and you will attract new customers
who care about the planet
• People accept that a ‘good’ cup of tea may cost a little more, so you can charge
a modest premium
• It’s a reason for corporate clients to choose you, because you share their values
Your staff will be happy, feeling that they’re helping to make a difference
Since switching to PG tips in
Easter 2008, our tea sales have
increased despite us not
increasing the cost per cup. We
can only conclude that it’s
because we are now selling a
well-known, Rainforest Alliance™
Certified brand that our
customers love.
‘It is incredible how simply
switching to an ethical brand has
positively impacted our business.
To be able to fulfil our National
Trust values of preservation and
conservation, alongside
generating extra revenue, is a
truly fantastic achievement.
Lynn Murphy, catering manager,
Courtyard Restaurant, Crathes Castle
We can help you tell your customers and staff by providing
briefing notes for your team and point of sale material
featuring PG tips’ Monkey.
16
www.rainforestalliance.org
Page 21
THE TEA REPORT
IN SUMMARY
WE’RE MAKING A POSITIVE DIFFERENCE
Times are tough and it pays to have the experts on your side.
Unilever has a rich tea heritage, and when it comes to Britain’s
favourite hot beverage, you really should be talking to us.
PG tips is the UK’s number one brand of tea.
17
Lipton Yellow Label is the world’s second biggest non-alcoholic
beverage brand.
18
We have first-hand experience of what is happening around the globe and we have
unparalleled insight into the consumer trends in each country.
UK CONSUMER INSIGHT
• Today’s consumers are time poor and cash poor
• Their expectations are higher and they are looking for emotional benefits from their
purchases
• They seek out companies that promote a responsible approach to business practices
• They are concerned about health issues
TEA SERVED OUT OF HOME
•
•
•
•
Consumers aren’t happy with the quality of the tea they purchase out of home
They would pay more for a better beverage, served the way they like it
They would like to drink tea out of home and recognise its health benefits
There is an easy profit opportunity for foodservice operators who are prepared to invest
time and effort into improving their tea offering
• It’s about serving a familiar, quality brand, in the right format to suit the need and the
occasion
TEA SERVED OUT OF HOME
We have responded to these challenges and opportunities by developing a range of quality
teas for foodservice operators, under two much-loved brands – but that’s only one aspect of
what we do.
We are constantly developing new and innovative ways with tea, from full catering concepts
to innovative packaging and lively promotional materials.
We share with our hospitality industry customers our insight into consumer trends, so you
can turn these to your advantage. And by joining with the Rainforest Alliance™, we enable
you to promote your CSR credentials to your increasingly socially aware and enlightened
audience.
Unilever Foodservice is working hard on your behalf to help make a positive difference to
your business.
17 Latest
18 TO
Page 22
IRI Data to 16 May 09. Based on sales of National Tea Bags
Basis, net proceeds of sales IFRS equivalent - average 2007
THE TEA REPORT
A BRIEF GUIDE TO THE WORLD OF TEA
TEA PRODUCTION
The starting point is a small, white-flowered evergreen bush from which the top two leaves
and bud make the best quality tea. The plant is indigenous to rainforests of Assam, Northern
Burma and South West China, and is now cultivated in over 30 countries around the world.
A tea bush may happily produce good tea for 60 - 80 years, but after 50 years its yield will
reduce. The oldest surviving bush is in China. It is believed to be 800 years old.
The process of converting young fresh leaves into tea, by drying or
fermenting them, was developed in ancient times by the Chinese and, despite mechanisation, remains largely unchanged.
STYLES OF TEA
All tea comes from the same bush, Camellia sinensis, but differences in oxidation produce
the three main kinds of tea – black, green and oolong.
• For green tea, the oxidisation process is stopped, allowing the tea to remain green in
colour
• Oolong tea is fermented for a very short period, creating the distinctive coppery red
colour and delicate flavour
• White tea is the least processed of all teas
• Yellow tea is similar to white and green teas, but very rare
• Fruit teas are black or green teas flavoured with a natural essence of fruit.
• Herbal tea is not really tea, as it is made from plants, using not just leaves, but also
flowers, roots, bark and seeds
NATIONAL POINTS OF DIFFERENCE
• Japan produces green tea with a very distinctive flavour that is totally different from the
Chinese pan-fried variety
• Kenyan tea has a bright strong taste and a golden red colour. The rounded tea flavour
makes it ideal for tea bags
• Sri Lanka produces fine flavoured black tea from the slopes of the central mountains
• China’s Lapsang Souchong is a black tea with a curry aroma and smoky taste
• Indian Assam tea is full-bodied black tea with a rich flavour, widely used in everyday
blends, while Darjeeling is known as the Champagne of black teas
• Indonesia produces light coloured, delicate-flavoured black tea and jasmine tea
Page 23
If you would like further copies of this report, or would like more
information about PG tips and Lipton teas, contact:
Charmian Day
Tea Marketing Manager
Unilever Foodsolutions
Unilever UK Ltd
Freepost ADM3940
LONDON
SW1A 1YR
Care line: 0800 7833728
charmian.day@unilever.com
www.unileverfoodsolutions.co.uk