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.

Recommended

Miles Calcraft beats three to £6m Subaru business

Marketing Week

Japanese car manufacturer Subaru is understood to have appointed Miles Calcraft Briginshaw Duffy to work on its £6m advertising account. Miles Calcraft pitched against Mother, Walsh Trott Chick Smith and Palmer Hargreaves Wallis Tomlinson, the Birmingham-based incumbent on the business for the past 14 years. It is not yet clear whether the agency has won […]

Saga financial services loses marketing director

Marketing Week

Michael Cutbill, marketing director of Saga’s financial services division, is leaving the company at the end of March. He has been working out his notice since the &£1.35bn management buy-out (MBO) of the over-50s travel and financial services group in October last year (MW October 7, 2004). Cutbill declines to comment on whether he received […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now