Twinings is increasing its focus on the healthy properties of tea with a four-strong range of products with added health benefits and the addition of lines to its classic herbal and green tea ranges.
The company’s Benefits Blends range consists of Cleanse, Digestif, Revitalise and Tranquility (rsp: £1.49), each containing a number of ingredients known for their healthy properties.
Cleanse contains milk thistle fruit, nettle, dandelion root and peppermint for a fresh flavour while Revitalise is made from ingredients such as guarana, cola nuts, ginko biloba, ginseng and ginger that boost energy.
Tranquility contains linden, a plant extract that soothes nerves and treats health problems associated with anxiety. Digestif contains peppermint and fennel seeds as well as dandelion root and spearmint.
The blends form one of six new sub-sectors devised by Twinings to communicate the different benefits of its teas.
The others include Wellbeing, Classic Herbal, Fruit Bliss, Selections and Green Tea.
Twinings is also tapping into the popularity of rooibos tea with its own variant, launched alongside a fennel tea. It is also launching a citrus decaffeinated green tea (rsp: £1.19).
A £2.8m national marketing campaign, including television ads for both its green tea and Blends breaking in January and February respectively, will support the products.
Stefan Chomka