Twinings, the home of premium tea and one of Britain’s most cherished brands, is launching a range of loose leaf teas exclusively for the out-of-home market. The tea supplier aims to make tea the contemporary drink of choice, reach a younger generation of tea-drinkers, and help the out-of-home market increase its profits from tea.
21 contemporary, cosmopolitan new blends
With its new range, the company is building on its existing strength out-of-home where it enjoys a 65% share of the speciality tea market. Featuring 21 contemporary, cosmopolitan new blends, it meets the market’s need for more variety and excitement to offer consumers in their beverages. With options for every time of the day, the range includes Nutty Chocolate Tea, Superfruity, Emerald Dragon Oolong, and naturally decaffeinated Caramel Velvet Redbush.
The new range of teas will be available both as loose leaf and in innovative pyramid mesh bags, which bring the quality and experience of loose leaf tea to a wider audience by making it more convenient and accessible.
Explosion in demand for non-traditional blends
Twinings is leading the way in responding to changes in the category. While standard tea has been in decline in recent years, an explosion in demand for premium, green, fruit and herbal teas has seen these non-traditional blends grow by 8.7% in value over the last year to now equal 27.3% of the tea market. Twinings is the leader in premium tea and the success of its Green and Infusions ranges has helped to revolutionise the tea category.
Reigniting passion for quality and great taste
Jon Jenkins, Twinings Managing Director UK & Ireland, believes reinventing tea for the out-of- home market represents an enormous opportunity for both suppliers and retailers.
“Let’s be honest, standard tea has become stale and commoditised. We need to reignite people’s passion for quality and great taste. The average tea drinker has been getting older and young people are looking for more variety and excitement from their tea-drinking experience – so the tea we serve out of home needs to reflect that.
Twice the size of coffee globally
“Tea is twice the size of coffee globally and represents six out of every ten beverages that we consume. We believe the time for tea is now and that the tea market is at a tipping point. If the opportunity for premium tea is realised, it will overtake mainstream within the next five to ten years, driving the category to growth.
“By delivering the most comprehensive innovation programme the category has ever seen we are embracing the full potential of tea, with the aim of making it the contemporary drink of choice,” said Mr Jenkins.
Higher priced, higher profit
Research undertaken by Twinings and a high street partner suggests consumers are prepared to pay at least 20% more for loose-leaf over regular tea and that a cup of loose-leaf can deliver three times the profit of a cappuccino. When served in a ritual experience in a tea pot, price is not a barrier.
Rob Brazier, Twinings Sales Director for out-of-home said: “We are bringing the value back to tea which it has been sorely lacking. Loose leaf tea in particular is on-trend in terms of healthy living and it delivers commercial benefits over-and-above standard teas and many coffees. Profit growth from loose-leaf tea will be the big game-changer in the coming years.”
Twinings has led the way in driving penetration of premium and loose-leaf tea out-of-home. The company’s reputation as an excellent commercial partner is evidenced by its unique range of products for food service and out-of-home outlets, its strong trade relationships and its 20-strong team of Tea Ambassadors who are bringing the fun and the passion back to tea.
Customer support and training
Twinings also offers unparalleled customer support which includes training staff to give the consumer a better tea experience (delivered to more than 5,000 people last year) and offering a unique Twinings Tea App to provide B2B customers with service, sales and support online.
Twinings’ Earl Grey and English Breakfast teas, loved by discerning tea-drinkers all over the country, will remain unchanged and the company will soon launch a major advertising campaign focusing on these traditional blends.
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