Watch: Why tea is the new coffee at Starbucks

Starbucks is launching ten new gourmet teas, as it aims to tap into growing interest in sophisticated versions of the drink.

The range, called Teavana, includes black, green, white and jasmine pearl teas as well as three tea lattes. It was launched yesterday at the Starbucks cafe in London's Wardour Street, with an event dubbed the #TeavanaParTea. The brand previously existed in the US and Canada. 

In grocery, overall tea sales in the UK are falling, with sales of leading brand PG Tips, owned by Unilever, down 14.8% to £122.2m in the year to June, IRI data shows.

But brands such as Pukka and Teapigs, which offer a wide range of flavours and infusions, are growing strongly despite being far more expensive: the average price of Teapigs is almost 17 times higher than PG Tips.

Subscribe today for just $89 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free