As iced tea becomes increasingly popular in the UK, Lipton’s ready-to-drink offer is driving category value, so how can retailers best capitalise on the sector?
With Lipton Iced Tea growing year on year and now worth £69m (+16.7%) [NielsenIQ], the brand is driving the ready-to-drink (RTD) tea segment and is already outperforming the total soft drinks category, growing 2.5x ahead of the market by value [NielsenIQ]. Retailers can cater to the demand for RTD tea with Lipton, offering shoppers a tasty alternative to traditional soft and carbonated drinks.
Tap into Lipton’s popularity
Lipton offers a range of irresistible, refreshing and tasty flavours that are low in calories and free from artificial colourants and preservatives. Available in Peach, Lemon, Raspberry and Mango, Lipton Iced Tea also comes in a variety of formats. The brand even expanded its on-the-go offerings by launching a new single-serve 330ml can earlier this year.
Lipton in action
Tapping into Lipton’s popularity as the No.1 RTD iced tea brand [Nielsen], and to drive awareness of the new 330ml can format, Lipton made it easy for retailers to engage with their community during the busy summer period. The brand introduced a ‘Summer Spin to Win’ competition with the chance for a retailer to win stock, point of sale (POS) and decorations to kit out their store, as well as a prize wheel to engage with their customers, helping to drive sales and footfall. Those that spun the prize wheel could win Lipton merchandise, such as frisbees and t-shirts, as well as free product, ensuring brand awareness was at an all-time high during the summer months.
Don’t just take our word for it…
The lucky retailer selected, Karampreet Singh at Maan News, says: “It was a fantastic day; the store had a real buzz to it with customers in and out throughout the day. The prize wheel really helped drive footfall, and drum up sales, and the customers loved the prizes. The year’s supply of stock will allow us to offer the full range of Lipton products to our customers, providing them with more choice.”
Ben Parker, retail commercial director at Britvic, says: “We know retailers sit at the heart of their communities and love to think of new ways to engage with their customers. The Summer Spin to Win competition did just that, giving one lucky retailer the chance to transform their store as well as the tools to interact with their customers on behalf of the Lipton brand.”
So, how can you capitalise in your store with Lipton? Here are some of our top tips:
1. Ensure Lipton is stocked in a refrigerated section of the store to encourage on-the-go purchase and increase desire to consume – Lipton is now available in 330ml cans as well as its 500ml bottle format;
2. Include Lipton products in meal deals at a set price to encourage purchase alongside a sandwich or a snack and ensure customers are getting the best deal from their favourite purchases;
3. Focus on flavour variety to meet the consumer demand for RTD tea – Lipton Iced Tea is available in Peach, Lemon, Raspberry and Mango flavours, offering a wide breadth of flavour options.
