TWININGS TEA CASE STUDY
MINING DATA FOR GOLDEN NUGGETS
SITUATION
Twinings Tea, one of the oldest and well known F&B brand names, focused their marketing on their biggest selling flavors in supermarkets. In contrast, analysis of online sales revealed Black Currant – not a top seller in supermarkets – was the #3 selling SKU online.
SOLUTION
Digging a bit deeper, we found that the flavor wasn’t on the approved list at some major chains.
RESULTS
Using data from actual consumer behavior at the online store, Twinings was able to make a strong case to the buyers to add Black Currant to approved items, and it is currently one of the fastest growing flavors in the portfolio.
