Speciality tea brand Twinings, owned by Associated British Foods, is to enter the mainstream tea market for the first time with the launch of Twinings Everyday Tea.

Twinings operates almost exclusively in the non-mainstream tea segments, of which it has a 68% share. However, the company has only a 6% share of the black tea market, which is worth £491m(US$956.2m) in total.

The company's new Everyday Tea will compete with established brands such as PG Tips, Tetley, Typhoo and Yorkshire Tea and contribute significantly to its goal of doubling its UK business by 2008.