Green tea consumption is on the rise, but the increase in incremental sales has remained slow. Recognising its bitter taste as a barrier, Twinings moved to introduce a breakthrough new range of sweet-flavoured variants.
The packaging designs differentiated the new range from Twinings’ other green teas with illustrations and a bespoke typeface that are designed to evoke chef-like presentations of the desserts that inspired the flavours. These are merged with the green colourway of Twinings’ core green tea range to communicate their shared family.
Two years on from launch, Sweet Greens continues to drive growth in the green tea category, with sales volumes up 22.4% year-on-year. There’s been no advertising support and sales are not cannibalising the rest of the green tea portfolio range. Twinings’ Sweet Greens has achieved a high 45% repeat rate of purchase and has attracted a new, younger audience to green tea and the brand.