Spies and terrorists dream of infiltrating Number 10 Downing Street but a small company in west Oxfordshire has done it over a cup of tea.

Loose-leaf tea supplier Jeeves & Jericho burst onto the business scene 18 months ago but already counts the Prime Minister among its clients.

One of the things that sets the Stanton Harcourt-based firm’s 30 varieties of black, white, green, fruit and herbal teas apart from competitors is its funky, colourful packaging and in-your-face branding.

For Daniella Franzese, the driving force behind Jeeves & Jericho, being made redundant from a financial services company was the catalyst to set up on her own.

But opting for tea was a more personal decision.

She said: “Tea has always been a big passion of mine. I remember going to mum’s on a Sunday and we always drank loose-leaf tea from a pot. With her not being around anymore, I missed that experience.

“I started thinking about it and realised there was nothing geared up for the new generation of tea drinkers.

“There were a lot of tea companies out there but they were all very twee or old-fashioned looking.”

With husband Dominic and graphic designer Nic Brennan, she dreamed up the Jeeves & Jericho branding and The Jolly Good Tea Company was born.

The packaging is deliberately eye-catching, Ms Franzese explained.

“In order to get people’s interest immediately, it is important they like what they see.

“The artwork draws them to it and once they have tried it, they like it.”

The distinctive Jeeves & Jericho tea tins have already invaded many Oxfordshire restaurants and cafes including Quod, The Old Parsonage, G&Ds ice cream bars, The Missing Bean coffee shop in Turl Street, Oxfork in Magdalen Road and Hampers in Woodstock.

A custom-made blend, Scholar’s Brew, is sold through the University of Oxford shop, while the tea supplied to 10 Downing Street is also a one-off, appropriately named The Cabinet Brew.

“A catering company we deal with really liked our product which is how we got our tea in there,” said Ms Franzese.

The team are keen users of Facebook, Twitter and blogging, as they see social media as ideal for their target market.

“We want to make tea very appealing to the next generation by making it fun and relevant to that age group.

“Oxford has a big student population and uptake from them has been very enthusiastic.

“Students spend a lot of time drinking coffee in coffee bars but this gives them something different that is also healthy.”

A major element of the marketing strategy is educating customers about the difference between loose-leaf tea and tea bags (loose-leaf tea tends to be made from better quality leaves).

This is done through roadshows, training sessions and tips on the website.

Ms Franzese, who moved to Oxfordshire from Wolverhampton 12 years ago, explained: “If you don ot educate people, they will not know how to use your product effectively.

“With oriental, green and white teas, you need to brew it at the right temperature and for the right length of time.

“Some teas should be infused for only two minutes. Any more, and you have murdered it!

“We are constantly reading up and taking courses to find out more about different types of teas and their properties.

“We pass on that knowledge to our customers and members of the public.”

Tea is a year-round product that can be served hot or cold, Ms Franzese pointed out.

“We do a winter brew that has spices and a bit of chocolate, then there are teas flavoured with fruit and flowers that give a sweeter, lighter taste.”

The tea is hand-packed and labelled by the six-strong J&J team at a warehouse in Stanton Harcourt using metal canisters specially made in the Far East.

The majority of sales come through supplying cafes, restaurants and catering companies but there are plans to boost consumer sales via the website and independent retailers.

Despite the tough economic climate, customers seem keen to splash out on a decent brew.

“We still enjoy the ceremony of making and drinking a proper cup of tea,” said Ms Franzese.

“People are happy to spent a bit more but it is only a few pence more per portion than tea bags.”

The export side of the business is booming, with half of all sales coming from outside the UK.

Ms Franzese is about to recruit more people and although turnover is still small at £200,000, she has high hopes for the future.

She said: “I see this as a long-term business that can offer employment to local residents.

“When I was growing up in the Midlands, Cadbury was the big local employer.

“They did not just offer a product that people loved, they changed the area and people’s lives in a positive way. We want to be the Cadbury’s of our generation.”