Lipton Teas and Infusions has announced a multi-million-pound marketing campaign to revamp PG Tips, giving it a completely new look and blend.
The move comes as Lipton Teas and Infusions aims to put value back into the tea category by preimmunising one of the leading brands.
This will be the biggest ever media spend in the tea category and is set to go live in the first half of 2024.
The new packaging will go plastic free, meaning boxes are plant-based and fully recyclable and new packs have been improved with compact designs for easier stacking in cupboards at home and merchandising in-store.
New squared-shaped biodegradable tea bags have been innovated to meet consumers’ quick-brewing habits after a report of 85% of tea drinkers brew their cup of tea for less than one minute. The new design is said to have a quicker infusion time, delivering a brighter, smoother, and more consistent cup of tea.
Lipton Teas and Infusions has revealed that the brand’s premium offering, PG Tips Gold, will also return with a new blend to tap into the growing opportunity for premium hot drinks and is set to have a rich and warm aroma with a more golden colour.
The brand said to meet the growing demand, it will also update its decaffeinated blend to ensure it can deliver the balanced taste expected from a regular cup or tea.
The company will support its retail partners in enhancing shelf navigation within the tea category. This will be achieved through the execution of in-store shopper activations, including front of store pallets, gondola end displays, and barkers. Out of store entrance communications and online communications, are also planned.
Liam McNamara, PG tips general manager for UK and Ireland, said: “As the world’s foremost tea company, it’s our responsibility at LIPTON Teas and Infusions to take the lead in growing the tea category by offering a fresh perspective to tea drinkers. Tea is much loved but has been one of the most neglected categories, so it’s crucial that we restore one of Britain’s most cherished beverages to create value for everyone. We will do this by delivering the highest quality product and experience to our consumers, coupled with efficient service for our retail partners.”
He added: “The re-launch aims to rekindle Britain’s profound affection for tea by enhancing the black tea drinking experience and delivering a more refreshing and superior taste across our portfolio. We are confident that our reformulated blends, coupled with the introduction of the market’s only square tea bags, will provide consumers with PG tips’ most exceptional tea experience to date. We’ve been taking top spots in taste tests.
“We’re investing in the PG tips brand to keep up with what today’s tea drinkers want and to create positive feelings for the category. The tea market hasn’t always appreciated its own worth, but this relaunch is a move towards giving customers an opportunity to see the product’s real value.”
An investment of £40M has also been planned to upgrade PG tips’ Trafford Park factory in Manchester, the home of PG tips for the past century.
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