Its new web site (www.tetley.co.uk/specialteas) is targeted at 45 to 64-year-olds who are independently minded, health conscious and very receptive to the internet, according to the project developer, agency Dare.
The site promotes the new range's holistic benefits and provides both health information and lifestyle tips.
Each of the new tea flavours is being promoted on the site through 'mood' options such as 'invigorating' and 'relaxing', along with lifestyle tips and 'tea lore'. For example, Camomile Smile's relaxing properties are being promoted alongside information on aromatherapy.
The launch marks Dare's first work for Tetley since its appointment in April.
John Owen, Dare's planning director, said: "We know from research that our target market likes to seek out information, rather than having commercial messages thrust at them. This web site rewards their sense of discovery."
Andrew Dobson, Tetley marketing manager, added: "Dare has created a visually stunning site packed with interest."