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

TWC will help interpret the wholesale data Typhoo purchases in order to drive upsell and profitability. The relaunch will see Typhoo working with wholesale and distribution partners as it rolls out a revamped pack design, and re-positions its key SKUs to create profit opportunities and competitive prices for wholesalers and their convenience retail customers.

Steve Grylls, Head of Sales – Out of Home and Discounters for Typhoo, highlighted 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 challenge for his lean wholesale team.

“This 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,” he said.

“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 added: “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.

“We have taken the view that if we want to catch little fish, you can stay in the shallow waters but if you want to catch the big fish – you have to go deeper”.

Tanya Pepin, a Director at 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.

“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”.