>>A look at how a new Tea is performing

twinings everyday tea
Launch date:
january 2005
Speciality tea maker Twinings took a gamble when it decided to launch its first tea for everyday - Twinings Everyday - at the beginning of the year.
The company, which is renowned for its high quality speciality tea, broke with tradition and launched Twinings Everyday in January 2005. The launch was the company’s biggest initiative in more than 300 years and was aimed at breathing new life into the struggling mainstream tea segment, which is currently in decline.
The newcomer has fared well so far, boasting sales of £359,000 [ACNielsen four weeks to July 2, 2005]. This translates into a 1.2% share of the total mainstream tea market, valued at £31m.
With distribution in all of the multiples as well as in a number of impulse outlets, including The Co-operative Group, the hot beverage has received a warm welcome from buyers across the board. “I think that Twinings Everyday Tea brand is a welcome addition to the mainstream market,” says Steve Uglow, trading manager of Musgrave Budgens Londis.
“It offers a stronger flavour than the other brands and I believe that once the brand has been sampled and trialled it will earn a loyal following among consumers looking for a stronger-tasting tea.”
Twinings, which invested heavily in the launch with significant marketing support, including TV advertising, says it is thrilled with the success of the product to date. “The launch has exceeded our expectations. The response from both the trade and consumers has been overwhelmingly positive,” says Christine Edwards, customer marketing controller.
Twinings is planning another TV burst next month as well as sampling and PR support.
And this, according to Uglow, is exactly what is needed.
“The initial ad was entertaining and created interest in the brand, but it now needs the next burst of advertising to build on its initial success.”