Table of Contents

Introduction

What?

Why?

Take-Outs

Appendix

Success: Twinings Cold In'fuse

Summary

"Success Case Study: Twinings Cold In'fuse" is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind the success of the Twinings Cold In'fuse product. It delivers the critical "what?", "why?", and "so what?" analysis to teach you crucial lessons that increase your chances of launching successful products.

Twinings developed the range for a new usage occasion for the teabag format, traditionally only associated with hot beverages. As the consumer can simply drop the bag into cold water, wait and shake, Twinings has leveraged the simplicity of the preparation process as well as the appeal of a "healthy" alternative to soft drinks, creating a first-to-market product and a new sub-category.

Scope

- Twinings has recently knocked PG Tips off of the top spot and become the UK's best-selling tea brand.
- Twinings Cold In'fuse innovation has been a "key anchor" for the brands' recent success, and has inspired competitor launches.
- As a "healthy alternative" to adult soft drinks, Twinings Cold In'fuse blurs the lines between the traditional tea brand and soft drinks products.

Reasons to buy

- Reduce the risk of failure by learning from brands/products that have launched successful innovation
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.