Dilmah targets younger market

Dilmah targets younger market

Dilmah today launched its Single Region Selection ‘tea caps’ that founder Merrill Fernando says will help target a younger market.

The tea caps are filled with handpicked leaves from regions around Sri Lanka and designed to fit in Nespresso coffee machines to ensure “consistent quality”. Yet Fernando says the company is not trying to compete against coffee.

“I don’t think people can drink parallel to coffee,” he told B&T.

Fernando told B&T the company was focusing on a younger market because of they had more of an appreciation.

“Now is a great time to be in tea because people have an awareness,” Fernando said.

“They are focusing more on health."

He explains that “tea is at the heart of luxury,” and that the market of customers in their 20s have an appreciation for single origin tea and the story behind each region.

The new product comes as the brand celebrates its 25th year which Fernando is in the country promoting.

The anniversary sees the company returning to its first major ad which featured Kimahl with the help of Precinct Studios. It has also established a tea academy, tea bar programs, mixonomy, QR recipes, and competitions for the hospitality industry as part of its marketing over the years. These days, it has chef Peter Kuruvita as its Australian Ambassador.  

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