Nigella’s brew ta ta
Typhoo tea drops TV cook, 58, as it chases younger shoppers
DOMESTIC goddess Nigella Lawson has been axed as the face of Typhoo – because it wants younger customers. The tea brand is feeling the strain, with sales down 26 per cent, as Brits turn their backs on the traditional British brew. So Nigella, 58, has been asked to step aside as the firm steams ahead with a redesign. TV cook and writer Nigella became its celebrity ambas- sador in January 2016. She replaced adventurer Ben Fogle in what Typhoo said would be a long-term partnership.
Keen tea drinker Nigella has said she downs 12 cups a day and revealed she sleeps in twohour bursts between cuppas.
She fronted a series of ads for the Typhoo Moments campaign. But the 115-year-old brand now hopes to attract younger drinkers and revive its flagging fortunes with a trendy revamp.
Typhoo plans to unveil “radical, eye catching” new packaging featuring cups and teapots next to mugs and electric kettles.
It describes the new look as a “reassuringly nostalgic update on designs of the past” and hopes it will reestablish its position as a family favourite, acc- ording to trade mag the Grocer.
Typhoo’s overhaul will be backed with a major TV and social media campaign.
Marketing boss Pauline Gorska said it marks a “really exciting new chapter” for Typhoo and that the brand was “on a misson”.
A spokesman for Nigella declined to comment.