For the avid tea drinker, summer poses a hot and sticky threat. With the summer heat comes the increased need to hydrate, and consumers hunt for an alternative to water that won’t break the bank, or the scales. Furthermore, the flavoured water market is booming, with consumers taking home an extra 33.5million litres in 2017 (Kantar Worldpanel). These key insights have led to the birth of the latest Twining’s innovation, Cold In’Fuse.
The concept of Cold In’Fuse is unbelievably simple. It works exactly like a tea bag without the need for boiling water, and instead dissolving at any temperature. The tea bag can be dropped in your water bottle and left to taste, providing a healthy and interesting way to stay hydrated in flavours such as Watermelon, Strawberry & Mint.
Cold In’Fuse has taken an established offering and adapted it to the health-conscious, busy consumer to create an unprecedented product in a whole new category. The soft drinks market is dominated with sugary alternatives to water, and it is easy to get stuck in the boring landscape. Cold In’Fuse offers a simple, cheap and fuss free solution to liven up water and reignite the excitement for tea in the consumer.
The concept also heralds brand sustainability at its core, and rides the wave of reducing disposable containers. Cold In’Fuse encourages consumers to drop the tea bag straight into their reusable water bottle which can be bought in a starter kit, saving on plastic drinks containers and money. This reduction in disposable cups could have a significant impact. In 2011, it was estimated that 2.5 billion drink cups were thrown away (BBC), contributing to the mass pile up of unnecessary waste.
Twining’s have shaken up the flavoured drinks category, the notion of portability, and the British institution of a good old cup of tea.
Key Innovation: can a seasonal adaptation breed a whole new category?