Our tea sales account for 20% of entire UK tea volumes Retail sales of the Typhoo brand portfolio exceed £43m. Instead of spending heavily on advertising, we invest in perfecting our blends to ensure consumers can enjoy a good quality tea at a very reasonable price. Brands sold across Europe, Northern America, Middle East, Russia, Africa and Asia. The Typhoo brand was established in Unprompted brand awareness is over 60% Market penetration is 21% with over 5.5m households choosing Typhoo. The repeat buyer rate for Ordinary Typhoo is 43% and Decaf 40%. We supply 70% of all Own Label tea volumes Sales of Retailer Branded tea we supply, exceed £49m. Our customers’ teas have won a great number of accolades in the last 8 years. In 2014 to date, our OL blends have won 9 top industry awards. Typhoo Tea Ltd Overview Source; IRI EPOS and Kantar Panel data estimates - 52 wks ending 13 th May 2015

Brands Typhoo OwnBrands we pack for Typhoo Brands

Typhoo’s Global retail presence: Key Export Markets Brands soldKey customers USA & CanadaTyphoo Tea Ridgways London fruit & herb Heath and Heather Australia & New Zealand Heath and Heather Natureland Hong kong/ChinaTyphoo, Ridgways London fruit and Herb Heath and Heather AfricaTyphoo, Kericho Gold RussiaHeath and Heather London fruit & herb Europe (including Ireland) Typhoo Heath and Heather Ridgways Own-label (E.Leclerc) Central EuropeLondon fruit and herb Ridgways

Secret of our success: -Establishing new and niche markets -Forging strategic alliances with overseas companies and like minded ‘British’ brands -Focus on quality but value products and services -Expanding product range and regular NPD

Positioning Statement for British food exporters: “British food & drinks producers offer Overseas consumers taste, novelty, safety, nutritional value as well enjoyment from food consumption”

Export opportunities in food & drink: CONFECTIONERY: Sugar confectionery, Chocolate, Gum, Cereal bars SAVOURY SNACKS: Nuts & seeds, Popcorn, Potato crisps, Processed snacks and other savoury snacks BREAKFAST CEREALS: Granola, cereal bars, Muesli BAKERY: Biscuits, short-breads, cakes ORGANIC FOOD PRODUCTS SPIRITS: Brandy, gin, liqueurs, rum, specialty spirits, cocktail mixes, vodka and whisky (Scotch, Irish etc.) DRINKS: Juices, Smoothies, herbal teas, flavoured teas, sparkling water READY MEALS, SAUCES: Indian/Italian spices, ready prepared sauces

Knowing your International Consumer: Price sensitive Prefer attractive packaging Prefer gift packs, souvenirs packs and to be able to see contents Prefer well known British brands to newly introduced brands Safety of the ingredients in the products

Key steps: Approach the right export market Have a product that is innovative in design and taste Have the ability to deliver on your promise Have a brand name that is appropriate! Give importance to logo and design and packaging regulations Have your trade mark, domain name is registered Selecting the right partner in the local market

Channels of distribution in Export markets: -Master Importer -Regional and local distributors -Multiples, Cash & Carry, Supermarkets -Specialty retailers & department stores -Food Service & hospitality -M&A, Local manufacturing, Licencing

Challenges faced in exports: Competing against Multinational competitors with substantial infrastructure in emerging markets Understanding local product labelling requirements Language & cultural barriers Selecting right partner for the right country Entry barriers/restrictions, import duties, quotas, labelling etc. Educating the parent company & staff to embrace new procedures in support of this venture

How we overcome challenges: Tapping neighbouring countries as a test market Be innovative and dynamic Internet is the easiest way to reach consumers directly Invest wisely on SEO, Google ad-words and Social media Participate in relevant food and drink exhibitions - SIAL, Anuga, Gulf Food etc. Consumer feedback supported by local market data is your main ammunition to grab buyer’s attention. Co-marketing and alliance with like minded brands Have a structured plan to develop your brand – marketing support

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