Twinings: Sales and Marketing

With an increased focus on premiumization and health & wellbeing in the tea category, Twinings is perfectly positioned to maximize the opportunity that the sector has to offer.

With the number 1 product in both the Green Tea and Infusions sectors, Twinings Green Tea Blend and Twinings Pure Peppermint continue to meet the needs of diverse tea consumers1. In addition to leading the Premium Classic Tea sector3, Twinings is also the number 1 Speciality Tea Brand with almost 62% share2; of the category and has performed strongly in recent months in what has been a sluggish sector.

As consumers continue to seek out healthier and more convenient options to incorporate into their daily routines, Twinings has led innovation and engagement through a consistent pipeline of new blends, flavors, and infusions. Partnering with SHS Sales & Marketing since 2013 has enabled Twinings to accelerate distribution and grow visibility on these key products, making them available to more shoppers, in more outlets.

Since its launch last year, Twinings Cold Infuse has been bought by more than 1.1 million people, and holds 81.2% of the market share in this category, according to data from Nielsen.

Jacqui Chapman, shopper marketing manager at Twinings Foodservice said: “Offering a range of healthy drinks is crucial to ensure that operators remain at the forefront of customer needs. Our research tells us that 68% of adults would typically choose a healthier alternative to a soft drink and 49% are more likely to purchase a low-calorie option, plus 66% of adults are looking out for products that contain all-natural ingredients. These are the key insights that led to the development of Cold Infuse and with recent Nielsen data revealing that 1.1million people have bought this product already, we are excited to watch it take off in the foodservice sector.”

sources:

https://twinings.co.uk/blogs/news/the-history-of-tea

https://blog.englishteastore.com/

http://lovetealoveblogging.blogspot.com/2014/02/why-i-love-twinings.html https://www.marketingweek.com/twining-hails-the-role-of-marketing-in-its-success-as-it-readies-10m-campaign/

https://www.researchgate.net/publication/342250146_Twinings_Tea

Sai Varshitha KAVALI