Toast, jam and a steaming hot cup of tea, is one of the most quintessentially English breakfast combos.
Which may well be why Yorkshire tea has tried to capture all the deliciousness of this morning treat in its new Toast & Jam Brew.
Yep, the tea bods at the popular brand have squished the taste of jam on toast into an extra strong version of their classic cup of Rosie.
The unusual flavour mash-up will launch exclusively in Asda from Thursday 24 September, and will cost £2.29 per pack of 40 tea bags.
You’ll also be able to pick it up in other supermarkets later in the year.
While flavoured teas are typically brewed with just water, Yorkshire Tea reckon the Toast & Jam flavour combo is best served with a splash of milk.
Commenting on the decision to mess with the classic cuppa, Kate Halloran, tea innovation manager at Yorkshire Tea and the brains behind the new flavour, said: “Toast & Jam is a lip-smacking smattering of toasty, jammy loveliness.
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“Perfect for mornings, it is a strong breakfast blend with all of the loveliness of jam on toast without the crumbs. We wanted to create a tea that will send people into their day with a spring in their step and a smile in their soul.
“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.”
The new brew is completely gluten free, has been sourced and blended from natural ingredients and is Rainforest Alliance certified.
Yorkshire Tea answered some tongue-in-cheek FAQs about the new flavour combo on Twitter:
● No, really
● 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
● What sort of jam? Not telling
● It's well nice m8
● It's in @Asda from Thursday
● Look, just don't spin out about it alright?
— Yorkshire Tea (@YorkshireTea) September 22, 2020
The tea brand has been teasing the launch for a while now, sharing pictures of someone dipping their breakfast into their cuppa on social media.
But news of the flavour mix-up has received a mixed response with some sharing their skepticism about the unusual flavour combo.
you are becoming more polarising that Brexit... can't see it working for me. Didn't like the biscuit one either. drink a ton of gold and standard every day. This is to tea what the hundred is to cricket...
— benjamin chilcott (@benjiperson) September 22, 2020
I’m sorry I love your tea but this is just weird .
Tea has to be dark and muddy in colour and taste like tea ........
— martin kelly (@Greyhaircozkids) September 22, 2020
I do not know how I feel about this
— Alice Kershaw (@AliceKershaw08) September 22, 2020
But others were looking forward to trying the mash-up.
This has the potential to surpass the biscuit brew. 100% going to the top of my shopping list.
— Daniel Stevanato (@Stevros1988) September 22, 2020
— Elise “Drop Your Ballot Off In Person” Salomon (@EliseSalomon) September 22, 2020
Oh my days I can't wait😱😱😱😱
— Jen (@DriftedWires) September 22, 2020
This isn’t the first time the brand has stepped outside the typical tea box either.
Back in 2018, they launched Biscuit Brew, which gives the moorish taste of dipping the sweet treat in your cup.
The Toast & Jam brew will join it, as well as the decaf Bedtime Brew to make up the speciality range.
We take our tea pretty seriously over here, but we’re open to giving it a go. You?