Twinings: Using brand
renovation to drive growth

From the 2025 Annual Report

Our international food brands have continued to invest in marketing and building their relationships with consumers.

Consumer centricity is at the heart of the Twinings business, with each market leading its own strategy to better meet its consumers’ needs. This year at Twinings we have been investing in brand renovation, both product development and packaging, to help address these needs and grow market share.

In the UK and Ireland, where consumers are focused on improving their wellbeing, we have renovated our Green Tea, Infusions and Superblends packaging, creating an intuitive experience across these ranges to appeal to new consumers. This is important as packaging is the main touchpoint of our brand and these products are often the entry point for people new to the tea category.

Guided by research and insights, we updated our packaging with clearer messaging and ingredients illustrations, highlighting benefits and taste cues to create a more premium look and feel. Consumer feedback has been very positive, with year-on-year sales up 9% for herbals and 8% for our green teas. We are now the number one tea brand for under-35s and the number one tea brand in London.

In France, where Twinings became the number one tea brand in March 2025, our French consumers are ‘pleasure seekers’, looking to be inspired and entertained and thriving on memorable experiences. Researching and understanding the sensorial needs of these consumers was key to successfully renovating the Twinings brand in France: one that is rooted in centuries of expertise but is communicated in a joyful way using our top 10% FMCG industry scoring advertising.

To better meet these consumers’ needs, we created a suite of informative but entertaining and engaging packaging that emphasises imagery over text. We also introduced colourful inner print, coupling it with thoughtful messaging. Our tags and envelopes now engage and inform, helping to immerse consumers into the world of Twinings.

At the same time, we have reviewed our offering and evolved our recipes to address the gaps in our ranges and to match our consumers’ wish for more intense flavours. This has included increasing the intensity of bergamot in our Earl Grey sold in France and launching four new green tea products.