• The Wall Street Journal, Monday, July 10, 2006 12:30 PM

One of the oldest brands of tea in the world is branching out. Twinings, which has existed since 1706, is one of the best-known brands of Associated British Foods, a U.K. conglomerate incorporated in 1935. With consumption of standard black tea--the most British of beverages--on the decline in the average English home, Twinings has decided to launch specialty blends, including a new line of white teas due out in September, in a bid to convince people to drink one tea for breakfast, another for winding down after work, and still others for special occasions, just as they might choose different wines. The company also recently introduced a hot chocolate drink. And it is also ramping up the marketing for its rarefied black teas and its line of fruit teas. In particular, the company will be pushing blends that not only taste good but are touted for health effects, such as their antioxidants. The global tea market is valued at more than £11.01 billion in annual sales, according to consultancy Euromonitor. Twinings is the world's second-largest tea brand in terms of sales, with 4.2 percent of the market, after Unilever's Lipton, which has about 10 percent.

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