Typhoo has appointed insight specialists TWC to support the brand’s forthcoming relaunch into the wholesale channel.

The relaunch will see Typhoo working closely with wholesale and distribution partners as it launches a re-energised pack design, and re-positions key SKUs to create strong profit opportunities and competitive prices for wholesalers and their convenience retail customers.

TWC will help the wholesale team at Typhoo to analyse and interpret sales trends to build a strong knowledge base.

“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,” said Steve Grylls, head of sales – out of home and discounters for Typhoo.

Tanya Pepin of TWC commented: “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.”