Twinings' Superblends collection is spotlighted in the Drink in Life campaign, which is said to be "rooted in the idea that taking even the smallest step counts when it comes to reaching your wellness goals and contributing to your overall health," according to ot Mike Currie, VP of Marketing at Twinings North America.
There are four new flavors that are joining the line, each of which is fortified with vitamins, plus functional additives and ingredients. Sleep+: Wake Up Wonderful combines the sweet taste of vanilla with warming cinnamon and melatonin to support a restful nighttime routine. There's also Energy+: Play All Day, which combines the brightness of apples and oranges with green tea and Vitamin B6. Heartea+: Support a Healthy Heart takes the form of a raspberry-flavored hibiscus herbal tea, while Immune Support+: A Super Defense packs a punch with ginger, green tea, Vitamin C and the flavor of mango.
Vitality Tea Campaigns
Twinings' Superblends are Boosted by Functional Additives & Ingredients
Trend Themes
1. Functional Additives - Twinings' use of functional additives in their Superblends teas creates opportunities for other companies to explore the health benefits of adding vitamins and other supplements to food and drink products.
2. Wellness Campaigns - The Drink in Life campaign is a part of a larger trend of wellness campaigns aimed at health-conscious consumers, and presents opportunities for companies to create similar messaging around their own products.
3. Tea Innovation - Twinings' Superblends teas demonstrate opportunities for innovation in the tea industry, particularly around the use of functional additives and creating unique flavor combinations.
Industry Implications
1. Tea Industry - The use of functional additives and unique flavor combinations in tea products offers opportunities for innovation and differentiation in the tea industry.
2. Food and Beverage Industry - The Drink in Life campaign and demand for health-conscious products presents opportunities for innovation in the food and beverage industry, particularly in the use of functional additives to promote health and wellness.
3. Marketing Industry - The Drink in Life campaign demonstrates the potential for marketing and advertising firms to create successful wellness campaigns that resonate with health-conscious consumers.