How is Yorkshire Tea responding to the fact the kids aren't putting the kettle on as often as they used to? Listen to how Dom Dwight is on a mission to get us all drinking more of the nation’s favourite drink.

In the latest episode of MAD//Pod, Dom Dwight, Director of Strategy, Insight, Innovation, and Diversification at Taylors of Harrogate (Yorkshire Tea), discusses with Fresh Air's Michaela Hallam the evolving role of the UK’s biggest tea brand and perhaps the only brand in the category to exude an attitude that has allowed it to speak out on key issues with humour and intelligence. Dom reflects on his 16-year journey with the company, emphasizing the need for Yorkshire Tea to adapt to a declining tea market, where younger generations are drinking fewer hot drinks. He also shares insights into how the brand balances its tone of voice across different audiences, from legacy customers to younger consumers.

Key Points from the MAD//Pod:

  1. Adapting to Market Changes: Yorkshire Tea is focusing on innovating and diversifying its products to remain relevant in a shrinking tea market. Dom emphasizes the challenge of creating tea products that appeal to younger generations, who are more drawn to cold and on-the-go beverages.
  2. Innovation in Products: The company has introduced unique flavored teas like "Biscuit Brew" and "Toast & Jam Brew" to create new, exciting products that challenge traditional perceptions of tea, while still reflecting the brand's values.
  3. Bold Leadership and Authenticity: Dom talks about leading with boldness, challenging conventional marketing wisdom, and staying true to the brand’s authenticity. He highlights the importance of being adaptable without losing the core essence of the brand in the fast-evolving consumer landscape

LISTEN TO THE MAD//POD WITH YORKSHIRE TEA HERE