How brand partnerships can work.

Taylors of Harrogate & Kew Gardens celebrate their 1st anniversary with the launch of a new green tea range.

There are some relationships you just know will stand the test of time; embracing change, bringing out the best in each other and going from strength to strength as the years go by.

Taylors of Harrogate and the Royal Botanic Gardens, Kew look set to do just that. Theirs is a ‘marriage of true minds’, built around shared values of heritage, quality and expertise. Both are established British brands, respected and with a loyal following, and both could benefit from reaching out to new, younger consumers. The growing herbal tea market – bang on trend for the increasing number of health conscious consumers – allows them to do just that. And by combining Kew’s understanding of plants with Taylor’s passion for flavour, this partnership creates a real point of difference in what is already a crowded category.

Their latest venture into green tea is a brilliant example of how they’ve managed to balance flavour with botanical purity. Most green teas, although undeniably good for us, tend to feel quite medicinal and, in my opinion, a bit too virtuous. But not only does this range have no hint of bitterness (thanks to the delicate taste of the Chinese Sencha), it’s also full of fresh flavours that I wouldn’t normally expect with green tea – grapefruit, zesty lime, even strawberry and vanilla. Of course, it’s still full of goodness, but this green tea does feel more of a pleasure; it’s something I actually want to drink rather than something I feel I should.

Who knows where this fruitful relationship will lead next. But one thing’s for sure – it’s a testament to how the right partnership can give your brand a new lease of life, surprising and delighting consumers, and opening you up to new horizons…

 

Kate Sheerin

13.03.15