The House of Caramelised Biscuit Immersed Guests in a New Brew
Laura McQuarrie — July 22, 2024 — Lifestyle
References: lbbonline
Yorkshire Tea added Caramelised Biscuit Brew to its Proper Breaks range and to celebrate the new product, the brand launched an experiential House of Caramelised Biscuit pop-up. Within the space in London, visitors were welcomed into a world of giant teapots, caramel clouds, DJs, biscuit-style furnishings and ASMR phones. At the pop-up, guests also got to treat themselves to the expertise of Yorkshire Tea Brew Tenders and a taste of the flavored blend made with 100% Rainforest Alliance-certified tea.
Knowing that consumers who drink standard black tea often like to try something new, the House of Caramelised Biscuit offered a fresh experience for those who like to stir up their routine.
Caramelised Biscuit Brew was added to the Proper Breaks range—joining Malty Biscuit Brew and Toast & Jam Brew—as a naturally sweet blend that can be enjoyed with or without milk.
Knowing that consumers who drink standard black tea often like to try something new, the House of Caramelised Biscuit offered a fresh experience for those who like to stir up their routine.
Caramelised Biscuit Brew was added to the Proper Breaks range—joining Malty Biscuit Brew and Toast & Jam Brew—as a naturally sweet blend that can be enjoyed with or without milk.
Trend Themes
1. Experiential Marketing - Interactive tea pop-ups like the House of Caramelised Biscuit create memorable consumer experiences through immersive environments.
2. Novelty Tea Blends - Innovative tea flavors such as Caramelised Biscuit Brew cater to adventurous consumers seeking unique taste experiences beyond traditional black tea.
3. Multi-sensory Engagement - Incorporating elements like ASMR phones and biscuit-style furnishings enhances the sensory appeal and engagement at themed events.
Industry Implications
1. Beverage Industry - The introduction of new, naturally sweet tea blends highlights opportunities for growth in non-alcoholic beverage offerings.
2. Event Planning - Themed pop-ups present new avenues for event planners to create immersive, branded experiences that captivate attendees.
3. Hospitality - Pop-up tea houses like the House of Caramelised Biscuit show the potential for unique customer engagement strategies in the hospitality sector.
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