Twinings is overhauling its infusions and green tea portfolio with updated packaging, healthier blends and the addition of 23 new flavours, backed by a £1m marketing push.

The premium tea maker has re-blended its entire menu of infusions and green teas with improved recipes containing "all natural ingredients", a first for a major tea brand, claimed UK sales director Jon Jenkins.

The relaunched 60-strong range had been divided into four ranges to make the "complicated infusions and the green tea category less confusing" said Jenkins. It is being rolled out now across the trade.

The Fresh & Fruity range is based on fruit and berries, Moment of Calm consists of a line of infusions with "relaxing ingredients", the Revive & Revitalise range consists of "invigorating" tastes, while Cleanse is a selection of infusions and green teas with "refreshing" flavours.

Each range is colour-coded and the packaging flags up the "all natural ingredients" claim.

"Infusions and green tea is currently a complex area for consumers. By dividing our products into four segments, we are making the category much easier to shop, which will encourage consumers to buy more products," said Jenkins.

"At the same time, the improved taste delivery will result in more repeat purchases."

The total £34.3m infusions category grew 1.2% last year, while sales of green tea increased 4.5% to £15.9m [Nielsen, 52 w/e 16 February 2008]. Twinings accounts for a 63.8% and a 37.8% value share respectively.

The company is supporting the relaunch with a marketing campaign in excess of £1m kicking off in May, including press and outdoor activity.

Last March, Twinings poured its premium tea expertise into the coffee market with a four-strong range of ground and roast blends. The range has so far outperformed expectations, said Jenkins, with sales worth £1.7m [Nielsen]. Twinings planned to launch refill bags for the coffee caddy later this year, he said.

It also recently added organic and loose tea to its Everyday brand.

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