Tata's Tetley tea brand gets new look

NEW DELHI: Tata Global Beverages is undertaking an image makeover of its flagship tea brand Tetley, as part of a strategy to reposition the product and bring about uniformity across global markets.

The firm said Tetley will have single new logo with a tagline --Free your mind...That's Tetley! -- in contrast to its current strategy of developing the product on a local basis, presenting the brand differently around the world.

"The new pack design of Tetley is an output of a major global exercise to reposition and reinvigorate one of the world's best loved tea brands," Tata Global beverages said in a statement.

The company said the brand is present over 70 countries across the globe and has around 500 different varieties of tea available around the world.

The firm said the new look is part of its strategy to create a global brand logo that is presented uniformly worldwide.

"We are thrilled to be introducing the refreshed 'Tetley' brand to the consumers. Our new design will create a bolder Tetley presence on shelf and allow shoppers to explore our range of products with greater ease," Tata Global Beverages Vice President (Marketing) Sushant Dash said.