Twinings is refreshing the tea-drinking experience with individually wrapped teabags featuring strings, tags and messages inspired by familiar everyday tea rituals.
The updated format brings the brand’s advertising idea directly into the product, creating a stronger connection between its campaign and the relatable occasions that prompt consumers to make a cup of tea. It also reflects wider food and beverage industry trends, including changing food and drink consumer trends, food and drink marketing, and food and drink packaging designed to create more engaging experiences.
Gill Close, marketing director at Twinings UK & Ireland, said the packaging update forms part of the ‘But First, Tea’ campaign, which aims to appeal to a broader audience, particularly younger consumers.
The launch highlights how food and drink industry innovation continues to influence brand development, alongside wider food manufacturing trends, food processing technology, food distribution trends, food and drink sustainability and evolving food and drink regulations.