Pink Key on growing the English Cream Tea Company's brand reputation

After launching in 2011, Pink Key’s Richard Pink is taking the English Cream Tea Company into new categories, with an emphasis on giftware. Here he explains why the brand puts a contemporary spin on a traditional pastime.
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How has this year been for the English Cream Tea Company? 

English Cream Tea is a growing brand – already well known locally it's acquiring a stronger reputation with a wider audience every year. 

Can you tell me a bit about the history of the brand? 

The brand first launched in 2011 by Jane Malyon, providing the essential Cream Tea Experience through hampers, events and charming gifts. It is a very British Band putting a contemporary spin on something very traditional.

Are you seeking any new licensees to come on board to support the brand? 

Yes, we are hoping to sign licensees particularly in the gifting and food areas. 

What do you look for in a new licensees for the English Cream Tea Company?

We want to work with people who understand that the brand is about occasions, quality, treats and with a tongue in cheek view to the etiquette of eating a quintessential English Cream Tea.

This coupled with its light-hearted focus on 'good manners' is going to give it a long like as a licensing brand.

Richard Pink, Pink Key Consulting

What licenses are currently already on board? 

We are working closely with a storage company who is taking the brand right across Europe.

Are there any new categories you’d like to see the English Cream Tea Company expand into? 

Yes, all sorts of giftware and any kind of product related to serving and eating a Cream Tea.

What does the future hold for the brand? 

We think long term this is a lovely brand that totally represents something that is as English as it can be. We think that is going to have appeal in the UK as well as further afield.

Anything else you’d like to add? 

English Cream tea isn't the most well known of brands, but it occupies a unique space and represents a recognisable level of quality. This coupled with its light-hearted focus on 'good manners' is going to give it a long like as a licensing brand.


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