Time for change at Twinings tea

The 4 o’clock cup of tea is no longer just a British trait. In recognition of its growing global popularity, Blue Marlin has redesigned Twinings’ black-pack export teas – incorporating Earl Grey, English Breakfast and Darjeeling brands, among others – to expand its international market. ‘Tea drinkers are a mature market,’ says Blue Marlin managing director Andrew Eyles, ‘and Twinings wants to capture some of the youth, “café society” sector.’ As a result, gone are the fiddly, reflective cellophane wrappers, replaced with resealable cardboard tear-slips, and the boxes feature bold colourways to strengthen their personalities. The new designs hit Australia in October, followed by an international roll out, excluding the UK.