Twinings India, a part of Associated British Foods (ABF), United Kingdom, is planning to expand its portfolio and targeting the health and wellness market with its wide range of green tea and is planning to expand through product portfolio by launching new variants in green and herbal infusions in the country.
Quite recently, the premium specialty tea brand has launched its green tea variant in two exciting flavours — Green Tea & Lemon and Green Tea & Mint. Rich in anti-oxidants and low in calories, these green tea variants are best suited for health conscious people, informs Twinings.
“These refreshing flavours help in hydrating the body, feeling energized for everyday life. Specially the Twinings Green Tea & Lemon tea is a unique light revitalizing tea which is a blend of delicate Green Tea and a juicy lemon flavour,” states Suresh Iyer, managing director, Twinings India.
According to a market estimate by Twinings, with its green tea range the brand is targeting the potential health foods segment, which is estimated at Rs 20 billion, growing at a rate of 50 per cent annually. Although the major chunk has been captured by the health drink and sports drink brands worth Rs 12 billion in the total share till date but the green and herbal tea have got huge prospective in the category.
Beside the health and wellness segment the brand is also eyeing the premium tea segment with its new variants. “In India the share of the categories of black tea, green tea and infusion tea in the total premium tea market is 65, 30 and five per cent respectively where the premium tea market is growing more than 20 per cent annually. In this background Twinings plans to categorize green tea and infusion tea variants completely in the lifestyle section,” informs Iyer.
The range is available at high end retail outlets and super markets in pack of 25 individually wrapped tea bags and are priced at Rs 110.
Twinings provides a rich selection of black and green teas along with herbal and fruit infusions available in both teabag and loose tea packages across India in leading grocery stores, supermarkets and hospitality outlets.
Twinings India started its operation in the year 1997 offering the brands include Earl Grey, Lemon, English Breakfast, Traditional Afternoon, Classic Assam, Darjeeling, Cardamom, Green Tea, Camomile and Peppermint. Headquartered in Gurgaon the company has recently setup a new factory with enhanced capacity to cater to the growing demand in Kolkata and is fourth in the world. Through a well placed conventional distribution channel as well as alternate channel and exclusive tie-ups Twinings is eyeing to reach out to target consumers at a much broader aspect.
Twinings is also planning to expand its current product range, focusing on modern trade and developing the out-of-home consumption through launching trial packs to increase consumer base.
With a tag line ‘Each day has its moments’ the expansion plan also includes to penetrate further into the Indian tea bag market. Twinings has entered into a strategic tie-up with Future Media, a Future Group venture for sampling and branding of the flavored teas at select Food Bazaar outlets.
Besides, the brand also entered into an alliance with the Italian food service brand Lavazza which is into corporate catering with the leading brands in hospitality, airlines and other service industries.
— Sangita Ghosh
