Yorkshire Tea opens ‘House of Caramelised Biscuit’ pop-up shop in Soho to promote latest launch

Yorkshire Tea added Caramelised Biscuit Brew to its Proper Breaks range and to celebrate the launch it is opening a free experiential ‘House of Caramelised Biscuit’. The caramel-scented pop-up features a world of giant teapots, caramel clouds, DJs, biscuit-style furnishings and ASMR phones. Yorkshire comedian Maisie Adam will also make an appearance.

Visitors will also get to treat themselves to the expertise of Yorkshire Tea Brew Tenders and a taste of the flavoured blend made with 100% Rainforest Alliance-certified tea, as well as a personalised bicky.

Imagine a big red teapot delivering a caramel-scented haze, a spun sugar masterpiece, a massive spoon to stir it up, biscuit lounges and fixtures, a free personalised biscuit and, of course, a brew bar with brew masters.

The whole campaign is based around the idea of 'Stir it Up', encouraging consumers who drink standard black tea to have a fresh experience and try something new and stir up their tea routine.

The pop-up is created by Lucky Generals and culinary experience wizards Bompas & Parr and will entice people to try the new brew, but will also give them a golden opportunity to enjoy a unique and immersive experience.

The experience features specialist Yorkshire Tea Brew Tenders crafting each visitor a perfect cup of the new brew, and every person receives a personalised etched design on a caramel biscuit.

Caramelised Biscuit Brew was added to the Proper Breaks range—joining Malty Biscuit Brew and Toast & Jam Brew—as a naturally sweet blend that can be enjoyed with or without milk.

Lucy Hoyle at Yorkshire Tea, said, "Our new Caramelised Biscuit Brew is all about bringing a touch of differentiation to your tea break and giving the consumers the chance to “stir it up in real life. Partnering with Lucky Generals and Bompas & Parr, the aim of the pop-up is to bring our latest brew to life, in a way that only Yorkshire Tea can.  We hope everyone who visits leaves with a smile, a newfound love for our latest brew and a lasting aroma of caramelised biscuit. "

Creative Directors Nick Bird and Lee Smith at Lucky Generals, said, “We wanted to show how the new Caramelised Biscuit Brew stirs up the humdrum tea break and the pop-up lets people immerse themselves in a biscuity, caramelised world for a bit. And you get to taste the cracking new brew of course.”

Yorkshire Tea Innovation Manager Kate Halloran said the brew was designed to ape the flavour of dunking a caramel biscuit into a cup of tea:

“I quite like adding a little something to my brew and it’s amazing how many flavours taste delicious when they’re stirred into a cup of Yorkshire Tea,” she said. “Creating our Caramelised Biscuit Brew has been a dream – the buttery, warming, biscuity flavours work perfectly with the lovely, malty richness of Yorkshire Tea.” Caramelised Biscuit Brew was “a naturally sweet blend that works a treat with or without milk”, she added.

Tin Man Communications led the activation for the launch of Caramelised Biscuit Brew.

When: 18 - 19 July 2024

Where: 15 Bateman St, London