Twinings, the tea brand owned by Associated British Foods, has launched Superblends into the hospitality sector. The line offers teas that deliver various health and wellness benefits.
“Understanding emerging health trends has helped guide the development of the Superblends range”, explained 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.”
Superblends teas use either a fruity or green tea base with added vitamins or minerals to support health and wellbeing. The new Superblends range comprises of: Sleep, Glow, Focus and Digest.
Fluen concluded: “Not only do these blends deliver on taste, which is the most important factor for consumer purchase but they also have super ingredients that bring a health benefit with an added vitamin or mineral to help support everyday wellbeing. Our new products are blended with botanicals and taste fantastic, and this emphasis on health and wellbeing is a growth driver for tea sales. The various functional benefits of Superblends should be promoted in-venue and operators have an excellent opportunity to up sell their beverage offering.”