Iconic Brit Brand Typhoo Tempts Indian Tea Tycoon

23 August 2005

Typhoo Tea, a brand sipped by millions of stiff upper-lipped Britons for over one hundred years, looks set to return to its spiritual home - India, the jewel in the crown of the quondam British Empire.

The Typhoo brand, once owned by UK chocolate colossus Cadbury Schweppes, is now a prime asset of Premier Foods, a listed company currently in the throes of revamping and expanding its brand portfolio.

Within the last twelve months it has acquired Bird's Custard and Angel Delight from Kraft Foods, and meat alternative brand Quorn. Premier is also rumored to be interested in purchasing savoury spread Marmite from Unilever and other purchases are said to be in the pipeline.

Apeejay Tea, a member of India's Apeejay Surrendra Group, is reportedly running its calculator over the Typhoo brand range, the UK's third largest - which in 2004 accounted for half of the £32 million ($57m; €47m) profit notched by Premier's drinks division.

Although Apeejay declined to comment on its intentions, one local insider enthused: "This sale offers the Apeejay Surrendra group a great opportunity to grow its tea business."

Data sourced from The Times of India; additional content by WARC staff