Growing demand for ‘health’ teas prompts Twinings to launch Superblends range


To meet the growing trend for teas offering health and wellbeing benefits, Twinings has launched its Superblends range into the hospitality sector.

Two years after the range launched to the retail market, the Superblends collection comprises five blends of tea, as Twinings looks to capitalise on the demand for wellness.

According to the company, healthy consumption was the number one trend in the out of home tea sector last year with volume sales of tea infusions up 21% year-on-year in 2019.

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The five new Superblends being offered to hospitality operators are: Sleep, Calm, Digest, Focus and Glow, and to really leverage the range and drive cross sales, operators could promote a certain tea at different times of the day and add in a meal or snack to complement the drink.

Operators have the opportunity to create a premium tea serving using the range of Superblends which deliver a ‘super’ ingredient providing a health benefit from either a fruity or green tea base with an added vitamins or minerals to support health and wellbeing. 

“Understanding emerging health trends has helped guide the development of the Superblends range”, explains Claire Fluen, shopper marketing executive at Twinings Foodservice. “Tea has the opportunity to grow further to meet the consumer health need and 24%* of consumers are planning to increase their tea consumption as a result of a keener focus on their health & wellbeing. Younger consumers are entering the tea category via Green & Infusions because of the associated health benefits and a brand such as Twinings brings credibility, accessibility and mass appeal for those wanting to showcase their range of teas in their venue.”

Tags : healthSUPPLIERSteaTwiningswellbeingwellness
Zoe Monk

The author Zoe Monk

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