Yorkshire Tea launches 'mighty morning' brew which tastes of jam on toast

"It's a real tea that tastes like real tea, but also toast and also jam"
The tea comes in a bright pink box
Yorkshire Tea
Imogen Braddick22 September 2020

Yorkshire Tea has launched a "mighty morning" brew which tastes like jam on toast.

The new product, a black tea with a taste of toast crumbs and jam, will be available to buy in Asda from Thursday.

Writing on Twitter on Tuesday morning, Yorkshire Tea said: "This is not a drill! Repeat: this is not a drill!

"It's a real tea that tastes like real tea, but also toast and also jam."

Yorkshire Tea describes the new product as "a mighty morning brew with a lip-smacking smattering of toasty, jammy loveliness, ready to send you into the day with a spring in your step, a smile in your soul and absolutely no jam on your chin".

It is best served with a splash of milk, the company said.

Some of the flavours available
Yorkshire Tea

The inventor of the tea, Kate Halloran, 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 you love it as much as we do."

But the launch of the new brew prompted strong reactions from tea lovers.

"Why not just make a cup of tea and make some toast and jam to go with it? Toast and jam isn’t difficult to make," one Twitter user asked.

Another wrote: "Seriously though... after being a fussy Yorkshire tea drinker all my life... the blend is not as strong or rich these days.

"Don’t lose the quality of the classics for a little frivolity with a novelty."

A third said: "Just because you can do something doesn't mean you should. I wish you an appropriate amount of luck with this abomination."

A fourth wrote: "Kinda horrified can't lie."

But some customers agreed to give the new brew a try.

"I'll give it a go, doubt it will replace the almighty malt biscuit tea for me though," one said.

Another eager customer wrote: "Where can I find this in Liverpool?"

Yorkshire Tea previously launched a Biscuit Brew, which "creates a wave of happiness big enough to power an entire human being" The company also sells a Bedtime Brew and Breakfast Brew in its collection of products

The Toast & Jam Brew, which comes in a bright pink box, will be available to buy in other supermarkets later in the year.

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