Nigella’s brew ta ta

Typhoo tea drops TV cook, 58, as it chases younger shop­pers

Irish Sunday Mirror - - FRONT PAGE - BY STEPHEN HAY­WARD Con­sumer Cor­re­spon­dent

Big tea fan Nigella has cupped it Holly wav­ing her pass­port 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.

Ali and Dec stock up 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.

stephen.hay­ward@mir­ror.co.uk

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