Fruit tea relaunch for Twinings
Twinings hoped to reignite interest in its fruit, herbal and green teas with a £10M packaging relaunch to attract a new generation of tea drinkers.
The new packaging format features such a click-lock lid for easy opening, individual tea bags and a foil interior to keep tea fresh.
Yellow packaging will be used across the whole range, which Twinings said “offered new emotional appeal and maintained shoppers’ existing memory structures”.
Twinings head of brand Vicky Keenan said the new packaging would reflect its commitment health and wellbeing promoted by its tea.
“Twinings has been listening to consumer needs for centuries, and now we can use your feedback to lead big change in the herbal, fruit and green tea categories,” said Keenan.