The four steps tea brands must take to buck the downward trend
The UK tea market, particularly black tea, has been in decline since 2010 – the result of changing drinking habits, especially among younger generations. Nick Ward of Cubo outlines how tea brands can buck this trend by applying marketing science to create and maximise category entry points that instil in the brand an occasion to drink in people's memories.
Marketing Food
This article is part of a series of articles on marketing food. Read more
Today's tea marketers find themselves under growing pressure from...