About Us
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About Us
Our Businesses
Investors
Responsibility
Media
For more than 300 years the Twinings name has been synonymous with the best teas and botanicals the world has to offer. Over those years we have expanded our product range to more than 200 teas from around the world and we continue to evolve to meet consumer needs.
As consumers across the globe have become increasingly interested in health and wellbeing, Twinings has developed an innovative range of teas to appeal to these new customers. Our brand is highly trusted, and we are recognised globally for our innovative approach to product development.
In the UK, market research shows that 80% of adults want to improve their health and wellbeing. The health and wellbeing sector is also growing in other markets around the world. Our plans for the coming years are to significantly expand our share of this market to benefit consumers and our business alike. Indeed, we are already exceeding our own expectations in the UK, US, Australia and France.
We launched our first Superblends range of fortified wellbeing drinks in the UK in 2018 with a unique range of blends containing green teas and botanicals, natural fruit flavours and added vitamins or minerals.
Since that time, consumers have responded very well to our range of great-tasting wellbeing products, demonstrated by strong repeat purchase rates. In the last year, Superblends grew strongly through improved distribution across the major supermarkets as well as selling for the first time through two well-known high street health and wellbeing retailers. We also launched our innovative Bioblends range of teas and infusions with adaptogens and probiotic bacteria. We plan to build on this success by accelerating our innovation and marketing plans in 2022.
In 2018 we launched a range of wellness teas in the US, focusing on wellbeing attributes that come from the goodness of herbs. Using insights into the US consumer, these teas contained herbs such as turmeric, which supports healthy digestion, and matcha, for energising the body and mind.
In summer 2021, we further enhanced our wellbeing offer by launching a Superblends dietary supplement range of teas, fortified with vitamins or minerals, including products aimed at immune support (with Vitamin C), better sleep (melatonin), supporting a healthy heart (Vitamin B1) and energy (Vitamin B6).
Selling through major retailers, Superblends is now offered in almost 40% of all major grocery outlets across the country. Early sales have exceeded our expectations and consumer research has already validated Superblends’ positioning as a premium brand in the health and wellbeing sector.
In Australia, we have developed a new range to meet the specific wellbeing needs of this market, where the ‘benefitled’ teas category has grown by more than 25% over the last five years.
Launching as ‘Live Well’ in April 2021, with a seven-strong product line-up through Australia’s two biggest grocery chains, we are well-placed to become a leading brand for wellbeing drinks.
Supported by a fully integrated, multichannel communications campaign including screens (TV and online video), social media, digital partnerships with health and wellbeing publications and influencers and outdoor billboards, the launch has been highly successful to date.
The Australian consumer has responded very positively to the products and their benefits and we will continue supporting and innovating to extend Twinings Live Well over the coming year, including new and efficacious blends.
In France, we have now become the leader in the ‘tea and herbs’ category, thanks to Twinings’ recent launch of flavoured herbal infusions, as well as the strong and sustainable growth of our local herbs brand, La Tisanière. This success is mainly driven by our organic ‘benefit-led’ range, launched in 2018.
The key to the organic range success is the delicious and creative blends (with ingredients in the segment such as guarana, turmeric, basil and lemongrass), appealing wellness benefits such as “Brûle-Graisse” (Fat Burner), which has the best performance in the whole organic ‘benefit-led’ segment and a modern, authentic pack design.
We plan to further strengthen our positions, launching our new La Tisanière organic range, using ‘super ingredients’ naturally fortified with vitamins or minerals and supporting both Twinings and La Tisanière in the coming years with communication campaigns.