The targets 45- to 64-year-olds, who are described as independently minded, health conscious and very receptive to the internet, according to digital agency Dare, which developed the site.
The site promotes the tea's holistic benefits and provides health information and lifestyle tips.
Each of the new teas is shown on the site with a corresponding mood and relevant facts -- for example, Camomile Smile's relaxing properties are allied with information on aromatherapy.
The site marks Dare's first work for Tetley since the agency's appointment in April.
John Owen, the planning director of Dare, said: "We know from research that our target market actively likes to seek out information, rather than having commercial messages thrust at them. This site rewards their sense of discovery."
Andrew Dobson, the marketing manager at Tetley, said: "Dare has created a visually stunning site that is packed with interesting information."
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