Making you feel super

From the 2019 Annual Report

Twinings has tapped into the growing desire for products that both taste good and do you good, with the successful UK launch of Superblends green teas and infusions.

The new range is made with botanicals, natural flavours and ‘super’ ingredients to support everyday wellbeing. Leading medical herbalist Pamela Spence advised Twinings on how best to select and combine key ingredients, working with our master blenders to carefully craft each blend. The flavours combine familiar favourites with delicious twists, such as mango and pineapple with ginseng root and added vitamin B6.

Championing wellbeing We developed Superblends in response to the increasing demand for convenient food and drink products that support a healthy lifestyle. The brand is positioned as the champion of consumers’ everyday wellbeing. Its strapline ‘Here for you’ emphasises Superblends’ core promise of ‘a helping hand to keep you feeling great’ and product names refer to positive states, such as Sleep or Glow, or to their superfood ingredients, like turmeric or beetroot.

Our launch marketing complemented this nurturing stance, with Twinings collaborating with health and wellness influencers to provide consumers tips for mental resilience, from practising mindfulness to taking time out. The first seven Superblends flavours were launched in February 2018, with four additional products following successfully in spring 2019. In the first 12 months, one million UK households purchased the brand.

The new range again demonstrates Twinings’ ability to extend beyond its traditional black tea heritage and develop innovations that appeal to new, often younger audiences. The three-centuries-old brand, which is already the UK market leader in infusions and green tea, is now looking to further expand the Superblends portfolio.