An interview with Daniel Wasilick, U.S. Director of Sales –National Accounts for Twinings North America, Inc.
RDN: Can you tell our readers about Twinings?
DW: Twinings is a specialty tea company that was established in 1706 in London by Thomas Twining. Today, 307 years later, the passion remains strong and we remain faithful to Twining’s exacting standards, still selecting only the finest hand-picked tea leaves from premium tea gardens. Globally, Twinings is sold in 115 countries and offers more than 200 varieties of tea. Here in the U.S., we offer more than 50 tea varieties and continue to experience strong sales growth, with a more than 20 percent increase in the past year, based on AC Nielsen Retail Sales, 52 weeks ending Feb 13, 2013.
For more information visit booth 3672 at the NRA Show or email [email protected].
RDN: Can you tell us what makes Twinings such a unique company?
DW: Twinings focuses only on premium tea; that’s all we sell! We offer a full range of tea in black, flavored blacks, chai, green and herbal. We have K-cup[R] Portion Packs for Keurig[R] Brewing systems, as well as cold-brewed iced teas and a line of Organic and 100 percent Fair Trade Certified[TM] teas. Our expert tea blenders taste more than 4,000 cups of tea every week, so you can be sure the next cup you taste will be as satisfying as your last.
RDN: How can Twinings help grow profit for your foodservice operation?
DW: The brands and varieties offered out-of-home are limited, leaving tea drinkers with few options from which to choose. In researching why tea drinkers did not purchase tea out-of-home, when they in fact wanted to, the main reasons given in an MSW Tracking Study from Fall 2011 and 2012 were: “the tea selection was limited,” “they only served plain black tea,” or “the flavors I normally drink were not available,” and “the brand I normally buy is not available.”
Restaurateurs can capitalize on this insight by offering a brand consumers recognize-a full line of Twinings tea, leading to increased sales and profit. In addition, we’ve successfully partnered with national restaurant chains to feature food and drink pairings, such as Twinings French Vanilla Chai with warm, apple cobbler. These programs have been highly profitable, delivering incremental sales and can also be utilized in creating contemporary cocktails, Twinings MoteatoTM Green Tea with Mint or Twinings Berry CosmoTM.
RDN: What is the most significant event that affected Twinings recently?
DW: As a result of our focus on the foodservice channel, we’ve identified a customer need for a fast brewing premium cold tea. Accordingly, we recently launched a line of one-gallon cold brewed iced teas available in Peach, Citrus Twist, Green Tea with Mint, and English Classic. These teas are made from 100 percent natural ingredients and are designed to brew in ambient to cool water in 5 to 10 minutes eliminating the need to first boil water, brew the tea and cool it before adding ice. It’s not made from a powder or liquid concentrate, but rather from real tea leaves. Twinings cold-brewed iced teas allows for a convenient and easy to prepare process which costs only pennies per ounce, delivering more profit per glass.
RDN: Can you tell us briefly how Twinings is distributed?
DW: We offer multiple distribution options to the restaurateur and are proud of our excellent customer service. We offer a tea program for every size customer, whether you’re a local area favorite or a large multi-unit chain operation.
RDN: Tell our readers how they can experience Twinings while at NRA.
DW: Come enjoy a relaxing cup of premium tea at booth 3672. You’re sure to discover a blend that’s just right for you!