With an increased focus on premiumisation and health & wellbeing in the tea category, Twinings is perfectly positioned to maximise 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, flavours 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. Alongside Twinings tea, SHS Sales & Marketing have also driven strong results on Ovaltine and Options hot drinks brands, also part of the Twinings portfolio, to bring a rounded offer to retailers. As consumers increasingly visit their local convenience stores for key top-up items, the relationships and experience that SHS Sales & Marketing have built across the channel will ensure that the Twinings products continue to thrive in this dynamic environment.
1. Nielsen MAT TY YE 03.10.20 Tea – Total Coverage
2. Nielsen Latest 52 Weeks WE 03.10.2020 Tea – Total Coverage
3. Nielsen MAT TY WE 28.11.20.
"It's fantastic that Twinings have delivered such a strong performance in the tea category by recognising and responding to key consumer trends. To exploit this fully we have appointed industry leading specialist sales and marketing company, SHS Sales & Marketing, in the Impulse channel to help our customers to reap the rewards available in the fast growing premium and healthy tea categories."
Rob Brazier, Channel Business Director, Twinings