Case Study: Twinings achieves category leadership with Brand Potential’s innovation launches

Twinings regains no.1 tea status in 2018 with Brand Potential

Twinings, a major tea brand, faced the challenge of adapting to significant shifts in consumer behavior as more people moved beyond traditional hot beverages. They partnered with innovation vendor Brand Potential to reimagine their portfolio to meet modern needs for on-the-go refreshment and functional wellbeing in a way that remained true to their brand.

Brand Potential developed two connected innovation propositions: Cold Infuse for cold, sugar-free hydration and Superblends for benefit-led wellbeing. These launches helped Twinings expand into a broader drinks category. As a result, Twinings regained its number one status in the tea category in 2018, with both products continuing to perform strongly.

Twinings