Typhoo
A British tea brand founded in Birmingham in 1903 and now owned by Supreme plc.
Last updated August 24, 2026
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Overview
Typhoo is a British tea brand whose origins lie in the Sumner family’s grocery and pharmacy business in Birmingham. The brand was launched in 1903 by John Sumner Jr., who developed a tea based partly on the family’s interest in tea fannings and sought a name that would be distinctive, memorable and capable of trademark protection. The name Typhoo was derived from a Mandarin Chinese term traditionally translated in the brand’s history as “doctor.” The brand developed during a period in which packaged tea was becoming an increasingly important household product in Britain. Typhoo began producing tea bags in 1967, helping it adapt to changing preparation habits and the growth of convenient portioned tea. In 1968, the business merged with Schweppes; the following year the combined company joined with Cadbury to create Cadbury Schweppes. Typhoo’s manufacturing was transferred from Birmingham to Moreton on the Wirral Peninsula in 1978, establishing the site as a major long-term production base. Cadbury Schweppes sold Typhoo in 1986 as part of a move to concentrate on its core brands. The disposal led to a management buyout and the creation of Premier Brands, which expanded through acquisitions including tea businesses such as Melrose’s, the Glengettie Tea Company and Ridgways. Premier Brands was acquired in 1990 by Hillsdown Holdings, later known as Premier Foods. Typhoo remained a significant British tea label and ranked among the leading consumer brands in the United Kingdom during the early 2000s. In October 2005, the Typhoo brands were acquired by India’s Apeejay Surrendra Group for £80 million, and The Typhoo Tea Company was established. Production continued at Moreton. The company subsequently faced pressure from commodity costs, currency movements, intense supermarket competition and the economics of supplying retailer own-label tea. Although Typhoo was ranked fifth by UK sales volume in 2022, the business was described as having the country’s largest tea production output because it also manufactured substantial volumes of supermarket own-label products. The company reported severe financial pressure in the late 2010s and early 2020s. It recorded a £20 million loss for the year ended 31 March 2018 and pre-tax losses of £29.9 million for the twelve months to March 2019. Management attributed the difficulties to high input costs, currency effects and an aggressive sales-growth strategy, particularly in own-label tea. In 2020, the company proposed job reductions at its Moreton operation against a difficult trading backdrop. Typhoo was acquired by private-equity firm Zetland Capital in 2021. In March 2023, Typhoo announced that it would close the Moreton factory and outsource production. Trespassers caused extensive damage at the site in August 2023, complicating the transition and the fulfilment of orders. The property was eventually sold in June 2024 for a reported £4.3 million. Typhoo entered administration in November 2024 after a sales decline, rising debt and continuing losses. In December 2024, Manchester-based consumer-goods wholesaler Supreme acquired the Typhoo tea business for £10.2 million. Supreme subsequently opened a new Typhoo factory in Gloucester in April 2025. The brand therefore continues as an active tea label, although its manufacturing footprint and ownership have changed substantially from the historic Moreton model. Typhoo’s identity remains closely associated with everyday British black tea, mass-market distribution and a long advertising history. Its marketing has used recurring wordplay around the letters and sound of “Typhoo,” including the slogan “Putting the T back into Britain.” The brand has also extended its public profile through sponsorship, including a 2012 main-shirt sponsorship of St Helens Rugby League Club.
History
Typhoo’s business history began with the Sumner family’s involvement in tea and grocery retail in Birmingham. In 1863, William Sumner published a work on tea following the expansion of British commercial interest in China. William and his son John later established a pharmacy and grocery business in Birmingham in 1870. John Sumner Jr., William’s grandson, took over management in the early twentieth century. In 1903, comments from Sumner’s sister about the soothing qualities of tea fannings helped inspire the creation of a new tea for sale through the family shop. Sumner wanted a name that was distinctive, easy to say and suitable for legal registration. The resulting name, Typhoo, was associated with a Mandarin Chinese word translated in the brand’s account as “doctor.” The product became a packaged tea brand and gradually expanded beyond its original Birmingham retail setting. Typhoo entered the convenience-tea era by beginning tea-bag production in 1967. A year later it merged with Schweppes, and in 1969 the combined business merged with Cadbury to form Cadbury Schweppes. In 1978, Typhoo manufacturing moved from Birmingham to Moreton on the Wirral Peninsula in Merseyside. The Moreton facility became central to the brand’s production for decades. Cadbury Schweppes sold Typhoo in 1986, alongside Kenco coffee and Jeyes Fluid, as it sought to focus on core brands. Typhoo became part of a management buyout that formed Premier Brands. Premier Brands then expanded by acquiring several food and beverage businesses, including Melrose’s, the Glengettie Tea Company and Ridgways. In 1990, Premier Brands was acquired by Hillsdown Holdings, which later traded as Premier Foods. Typhoo remained one of Britain’s better-known tea brands. In 2003, it was reported as the third-largest tea brand in Britain by consumer value, behind PG Tips Pyramid and Tetley. In 2005, Apeejay Surrendra Group bought the brands from Premier Foods for £80 million and created The Typhoo Tea Company. Manufacturing continued at Moreton, while the business also participated in the large own-label tea market. The company’s later history was marked by financial and operational strain. High raw-material costs and adverse currency movements contributed to a £20 million loss for the year ended 31 March 2018. The following reported period produced a £29.9 million pre-tax loss, and company accounts warned that refinancing uncertainty created a material doubt about the ability to continue as a going concern. Management also identified the pursuit of aggressive sales growth, especially in supermarket own-label products, as a factor in weak performance. The company proposed significant job reductions in 2020 and was acquired by Zetland Capital in 2021. Typhoo announced in 2023 that it would close its Moreton factory and outsource manufacturing. Damage caused by trespassers later that year made the site inaccessible and added difficulty to the transfer of production. The Moreton property was sold in June 2024 for £4.3 million. Typhoo entered administration in November 2024. Supreme acquired the business in December 2024 for £10.2 million and opened a new Gloucester factory in April 2025, marking a new manufacturing phase for the brand.
- 2025
New Gloucester factory opens
[1]Supreme opened a new Typhoo Tea production facility in Gloucester.
- 2024
Typhoo enters administration and is sold to Supreme
[1]After entering administration in November, the tea business was acquired by Supreme in December.
- 2023
Moreton factory closure is announced
[1]Typhoo announced the closure of its historic factory and the outsourcing of production.
- 2021
Zetland Capital acquires the business
[1]Typhoo changed ownership again when it was acquired by British private-equity firm Zetland Capital.
- 2005
Apeejay Surrendra Group acquires Typhoo
[1]The Indian group purchased the brands and established The Typhoo Tea Company.
- 1990
Premier Brands is acquired by Hillsdown Holdings
[1]Typhoo entered the corporate group that later traded as Premier Foods.
- 1986
Typhoo is sold through a management buyout
[1]Cadbury Schweppes divested Typhoo, leading to the formation of Premier Brands.
- 1978
Production moves to Moreton
[1]Typhoo transferred production from Birmingham to Moreton on the Wirral.
- 1969
Cadbury Schweppes is formed
[1]Schweppes merged with Cadbury, bringing Typhoo into the Cadbury Schweppes structure.
- 1968
Typhoo merges with Schweppes
[1]The brand became part of a larger drinks and consumer-products group.
Products and positioning
A mainstream British tea brand positioned around familiar everyday tea drinking, value, broad retail availability and heritage dating to 1903. Its business has also included large-scale contract and own-label tea production for supermarkets.
Black tea · 1903
Typhoo everyday black tea
The core Typhoo proposition is a conventional British black-tea blend intended for daily drinking. It is associated with familiar household preparation, broad supermarket distribution and a mainstream price position rather than specialist or single-origin tea. The brand’s historical scale has also supported production for retailer own-label ranges.
Tea bags · 1967
Typhoo tea bags
Typhoo entered tea-bag production in 1967, extending its traditional packaged-tea business into a more convenient format. Tea bags became central to the brand’s mass-market presence and reflect the everyday consumption occasion around which Typhoo has historically marketed itself.
Contract and own-label tea
Retailer own-label tea
In addition to branded Typhoo products, the company has produced substantial volumes of supermarket own-label tea. This manufacturing activity contributed to Typhoo’s high production output even when its branded consumer sales ranking was lower than that of leading national competitors.
Marketing campaigns
- 2012St Helens Rugby League sponsorship
United Kingdom
Typhoo became the main jersey sponsor of St Helens Rugby League Club, linking the tea brand with a prominent Super League team.
Outcome. The sponsorship increased the brand’s visibility in British rugby league, although the duration and commercial results are not specified in the reference material.
- Putting the T back into Britain
United Kingdom
A long-running Typhoo advertising platform used a wordplay-based slogan to connect the brand with British tea-drinking culture.
Brand decisions
2024
Sell the tea business to SupremeM&ABackground
Typhoo entered administration after declining sales, losses and rising debt.
Action taken
Supreme acquired Typhoo Tea in December 2024.
Aftermath
The brand continued under new ownership and later received a new Gloucester manufacturing facility.
Acquisition price. £10.2 million (December 2024)
2023
Close the Moreton factory and outsource productionStrategyBackground
Typhoo faced continuing financial and trading pressure and sought to change its manufacturing model.
Action taken
The company announced the closure of the Moreton factory and planned to outsource production.
Aftermath
Site damage later in 2023 complicated the transition, and the property was sold in 2024.
1978
Move production to MoretonStrategyBackground
The company reorganized its manufacturing footprint after becoming part of the Cadbury Schweppes group.
Action taken
Production was transferred from Birmingham to Moreton on the Wirral Peninsula.
Aftermath
Moreton became Typhoo’s principal production site for several decades.
1967
Introduce tea bagsProduct launchBackground
Convenient portioned tea was becoming increasingly important in household tea preparation.
Action taken
Typhoo began manufacturing tea bags.
Aftermath
Tea bags became an important part of the brand’s mass-market product format.
Recent events
- Unconfirmed
Reported
Zetland Capital secures majority shareholding in Typhoo[2]
Zetland Capital secured a majority shareholding in Typhoo from Apeejay Surrendra Group and its lenders; the deal was finalised and announced. Abercross also expanded its shareholding in the business.
Reported
Typhoo announces restructuring and proposed job cuts[3]
Typhoo announced an organisational restructure expected to result in the loss of 55 full-time jobs and 21 temporary roles. The cuts were subject to consultation.
Sources3 sources
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