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.

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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