Typhoo Tea rescued by vape maker Supreme

“Typhoo is such an iconic brand,” said Supreme chief executive Sandy Chadha, who said he had a “personal affinity” with Typhoo.

He said the deal was part of Supreme’s strategy to branch out into other areas. It currently works with soft drinks, gym supplement and multivitamin gummy brands.

Typhoo fell into administration after its pre-tax losses rose from £9.6m to £38m. Its sales fell from £33.7m to £25.3m, according to its latest results which covered the year to the end of September 2023.

Its debts became more than the value of its assets, and costs related to a break-in at its Wirral plant added to its woes.

But Supreme said buying the company was a “significant step” and that Typhoo would “thrive” because of the brand loyalty customers had to the tea brand.