Typhoo has appointed insight specialists TWC to interpret the wholesale shipment data it purchases and strategically support the brand’s forthcoming relaunch into the wholesale channel.

The relaunch will see Typhoo working closely with wholesalers and distribution partners as it introduces a new pack design and repositions key SKUs to create strong profit opportunities and competitive prices for wholesalers and their convenience retail customers.

Steve Grylls, head of sales – out of home and discounters at Typhoo, maintains that the most powerful sales tool is knowledge but having the capacity to analyse and interpret sales trends to build a strong knowledge base is a real challenge for his lean wholesale team: “This is all about innovation and renovation in the category, with a view to increasing our market position through understanding where our products are selling well and where there is headroom for growth.

“We have chosen to work with TWC due to the agility of the team and impressive knowledge it offers of our market sectors. It’s not just about the acquisition of data, although the value of data is increasingly recognised. It is about the interpretation of what it means and this is what TWC is so good at.”

He adds: “This is not a service you can ‘buy off the shelf’ – we are talking bespoke interpretation and understanding of the influences that impact our business by individuals who have immense expertise in the application and enablement of data reads.”

Tanya Pepin, director of TWC, says: “Typhoo is one of the great British institutions. And, there is enormous opportunity out there for a brand to re-energise the tea category and lead through a partnership approach with wholesalers to focus on ensuring retailers are buying the right products to drive an effective range through at convenience level. For too long, tea has been a category that has been driven by sales-in. A focus on sales out will benefit the whole supply chain.”

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