Dilmah will launch its range of six Ceylon teas in the UK in Tesco, Sainsbury's and Waitrose from next month, which will be supported by a print ad campaign in consumer food magazines.
The marketing activity is managed by Dilmah's UK distributor Euro Food Brands.
The brand has also secured sponsorship rights for the forthcoming Sri Lanka versus England One Day International and Test Series, which begins in December. The sponsorship deal, which was agreed directly between Dilmah and Sri Lanka Cricket, extends to the Sri Lankan team's shirt badges, perimeter ads and branded hoardings at cricket grounds.
Dilmah said the launch campaign and packaging for the brand, which features the image of Merrill J Fernando, the chief executive officer and founder of Dilmah, would emphasise its brand values as a hand picked, ethically sourced product from a family-owned business, that would appeal to tea connoisseurs.
Dilmah said: "[the product] separates Dilmah from many other major brands, whose product is a mixture of tea from several different countries, blended to match a price point regardless of quality, resulting in a cheap commodity tea."