Twinings has begun rolling out a new format for its green tea and infusions range on UK shelves this month. The teabags move to the familiar string-and-tag style, individually wrapped and home compostable, while the outer cartons become more compact and recyclable.
The blends themselves are unchanged, the company says: same recipes, same pack weights, same number of bags per box. The redesign followed consumer research and in-home testing, with ease of brewing and kitchen storage cited as the reasons behind it.
It is a small change that says something about the whole category. Where leaf quality is broadly comparable, format and packaging increasingly decide what ends up in the basket: a string and tag makes the bag easier to lift out of the cup, and compostable or recyclable materials answer a demand for responsible packaging that is no longer niche.
Source: BeverageDaily