Infusions of grandeur

Although the tea market may be static overall, there is a small sector within it that is showing signs of growth. Besides producing traditional blends and popular speciality blends such as Earl Grey and Darjeeling, many tea manufacturers are adding green, organic, and fruit and herbal infusions to their portfolios. "People constantly demand choice and variety," says Susan Pepperell, marketing manager for Twinings Foodservice, "and what they enjoy in-home they want to be able to get out-of-home."

Market research company AC Nielsen calculates that although such beverages currently account for less than 1% of the total catering wholesale market for tea and coffee, they are showing growth of 20%.

Encouraged by the 77% growth in the company's organic blend for the retail sector introduced last year, Twinings launched an organic traditional English tea for food service last month. Certified by the Soil Association, the full-bodied blend targets health-conscious consumers. "Organic and green teas are seen as growth markets, and we have to make sure we tap in and give people what they want," says Pepperell.

While the blending process remains the same, the tea leaves for the organic blend come from chemical fertilizer- and pesticide-free plantations in Africa and India. And although it is still early days for the new blend, indications are good, according to Pepperell, with distributors keen to take it.

Premier International Foods (which owns Typhoo and the London Fruit & Herb Company brands) is another company keen to attract new, younger consumers with the healthy properties of these types of beverages. But according to group marketing director Ivor Harrison, while many of the beverages in this sector deliver on health properties, such as being caffeine-free, they fail to deliver on taste. "Our aim is to provide caterers with a range of speciality beverages that exceeds customers' expectations when it comes to flavour," he says.

Typhoo produces an organic blend and a green tea, both available to the food service sector. However, to ensure palatability, Typhoo green tea includes a small proportion of black tea leaves. Although green tea originates from the same plant as black tea, Camellia sinensis, green tea misses out the fermenting process, resulting in a totally different flavour, which some people can find a little sharp.

Similarly, the London Fruit & Herb Company places great emphasis on palatability in the development of its fruit and herb infusions. The range contains no artificial colourings, preservatives, sugar or caffeine and includes flavours such as blackcurrant, apple, camomile and honey, and peppermint. "London Fruit & Herb Company has spent a lot of money on flavour development, so the customer still gets the healthy, pure product, but one which gives a better taste kick," says Harrison.

Green tea is the focus for Brooke Bond this year with the launch in June into the food service sector of three varieties of Lipton Tchae tea - jasmine, mint and Orient - which is being marketed on the health benefits of the antioxidants it contains. Twinings also produces green tea in three varieties to suit different tastes: pure green tea, lotus green tea (blended with citrus), and jasmine.

Changing tastes

Fruit and herb infusions are also an important part of the Twinings portfolio. Originally introduced into food service five years ago and relaunched last year to reflect changing tastes, the range includes flavours such as camomile; peppermint; blackcurrant, ginseng and vanilla; and lemon and ginger. "We're constantly developing new flavours," says Pepperell.

Also adding new flavours to its range of organic speciality teas is Dragonfly Teas, recently launched on to the UK market as an alternative to traditional blends. This month, a mint tea and a jasmine tea will join the two chai flavours and three green teas currently available.

But not all tea companies are convinced there is a sufficient market for these types of beverages in the food service sector. "Consumers judge a restaurant, hotel or staff canteen on the quality of the tea it serves, not the number of tea varieties on the menu," says Adrian Sandy, group brand manager of Tetley, which, while offering green and organic teas in the retail sector, has no immediate plans to launch them into food service.

Sandy points out that traditional tea also has much to offer in the current health-conscious climate. "Tetley tea contains high levels of powerful antioxidants which can help maintain a healthy heart. In fact, the antioxidant levels in tea are much higher than in many fruits and vegetables."