Twinings relaunches portfolio under five ‘flavour pillars’

Associated British Foods-owned tea brand Twinings has completed a major overhaul of its product portfolio and packaging as part of a multi-million pound marketing investment this year.

The range has been divided into Classics, which includes English Breakfast; Light Classics, such as Darjeeling; Aromatics, including Chai and Earl Grey; Twinings &, a range of black teas with flavours such as After-Dinner Mint; and The Reserve, a range of green teas from exotic places. The Reserve and Twinings & are new ranges, extending the brand’s premium and speciality repertoire.

Recategorising its product range into these five separate flavour “pillars” is a strategy designed to make it easier for consumers to find the product they want. The overhaul was prompted by research that showed consumers found the Twinings range confusing, because there are so many different products.

Twinings UK marketing director Chris Rigby says: “This drive will re-energise the category of speciality tea and motivate consumers to explore the wide variety of flavours from Twinings.”

The changes will be supported by new packaging, with each pillar represented by a colour, and a differentiated pricing strategy. The company plans a major campaign at the start of the summer to raise awareness of the changes to the portfolio and to educate consumers about the tea flavours. It will be created by Leagas Delaney and will be supported by a PR programme by the Clinton Partnership.