Twinings targets boutique tea drinkers

Associated British Foods is capitalising on the boutique tea trend with the launch of a new collection of Twinings tea blends and herbal infusions into Australian supermarkets.

The premium range, called Twinings Pyramid Infusers, will enable Twinings to deliver a premium boutique tea experience to grocery buyers, according to the company.

The collection, which is exclusive to Australia and the UK, makes use of the increasingly popular pyramid-style bag.

According to Steven Twining, a tenth generation Twining who visited Australia to help launch the range, the bag was chosen for its ability to allow the tea leaves to circulate and infuse.

“These are larger leaf teas so they need a larger space to brew,” he said.

According to Twining, because the silky-looking bags are made from corn starch, they are also 100 per cent biodegradable.

He said that while the Pyramid Infusers range was popular among younger generations in the UK, it was expected to appeal to the more mature tea drinker in Australia.

The new range includes Fragrant Green Jasmine, Brisk English Morning, Honeycomb Camomile Buds, Vintage Earl Grey, and Cottage Mint Leaves and retails for $6.39 per 32g box.