Harrogate's Yorkshire Tea unveils new specialty 'jam on toast' blend for Asda

FOR many tea lovers, it is the perfect accompaniment.

TOLGA AKMEN/AFP via Getty Images.

And now one of the nation’s best-loved brands, Yorkshire Tea, has launched a new blend themed around jam on toast.

The Toast & Jam Brew, which will be available from this week in Asda stores, is the first new product to be launched by the Harrogate company in two years.

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The tea innovation manager at Yorkshire Tea, Kate Halloran, oversaw the creation of the new blend.

She said: “This new brew has been a long time in the making and I absolutely can’t wait for everyone to try it. We hope people love it as much as we do.”

The new product will be launched exclusively in Leeds-based Asda’s stores nationwide from Thursday, before being rolled out to other retailers later in the year.

It joins the rest of Yorkshire Tea’s speciality brews range including the decaffeinated Bedtime Brew, which was launched in 2016, and the malty Biscuit Brew, which was unveiled two years ago.

Danya Wilson, the category manager for hot beverages at Asda, said: “We know Asda customers love a brew and the launch of Yorkshire Tea Biscuit Brew was a huge success for us.

“We are excited to launch Yorkshire Tea Jam & Toast exclusively at Asda and are certain our shoppers will love this quirky new twist on a classic favourite.”

Yorkshire Tea is produced by Taylors of Harrogate, a family business which was established in 1886.

The Yorkshire Post reported last November that Yorkshire Tea, which itself launched in 1977, had been officially crowned as Britain’s best-selling brew.

With more than 28 per cent of the market’s value, the beverage overtook its main rival, PG Tips, in the “black tea” market.