Typhoo has hired insight business The Wholesale Company (TWC) to help support the brand’s forthcoming relaunch into the wholesale channel.

TWC will now be interpreting the tea brand’s wholesale shipment data in order to strategically support its forthcoming entry.

The relaunch will see Typhoo working with wholesale and distribution partners as it launches a new pack design and re-positions key SKUs in order to create competitive prices for wholesalers and their convenience retail customers.

Steve Grylls, head of sales for out of home and discounters at Typhoo, said: “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.

“We have chosen to work with TWC due to the agility of the team and impressive knowledge it offers of our market sectors. 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 read,” he added.

TWC director Tanya Pepin explained how 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: “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,” she said.