YORKSHIRE tea is bucking a national trend of declining sales, bosses revealed yesterday.

A survey by market research firm Mintel found sales of traditional black tea have fallen by a fifth in Britain since 2010.

But Bettys & Taylors, the company behind Yorkshire Tea and York's famous tea rooms, is faring better.

Tom Blair, brand manager at Yorkshire Tea said: “The most recent Mintel data is an accurate reflection of the standard black tea market.

"Consumers simply have more choice in hot drinks now, with the growing selection of different types of coffee and speciality teas.

"However, it isn’t all doom and gloom. Although the tea market has declined in the last year, Yorkshire Tea has bucked this trend, growing by 0.6 per cent.”

Yorkshire Tea is the third largest standard black tea brand in the UK, with an 18.3 per cent share of the market.

The Harrogate-based company has investigated significantly in Yorkshire Tea this year, including a TV advert, which has been airing since July 6.

Mr Blair added: “We’re still very much a nation of tea drinkers and yet, all too often, there is a sense of apathy towards the product.

"This new ad is about changing that and challenging the nation’s tea drinking habits and brand choice by demonstrating the care, love and attention to detail that goes into every tea bag we make.

"We love a proper brew at Yorkshire Tea and we want to share that passion and excitement with as many people as possible too.”