Skip to content
Search
AI Powered
Latest Stories

Lipton unveils ‘fresh perspective’ for tea category and PG Tips

Lipton unveils ‘fresh perspective’ for tea category and PG Tips

Lipton Teas and Infusions is heavily investing in the relaunch of 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 premiumising one of the leading brands. PG tips’ new Original, Gold and Decaf SKUs will hit shelves across all retail channels in the UK in the coming weeks.

The re-launch is being supported with a planned multi-million-pound marketing campaign set to go live in the first half of 2024 – the biggest ever media spend in the tea category.


Lipton has also invested £40M to upgrade PG tips’ Trafford Park factory in Manchester – the home of PG tips for the past century – delivering a world class facility fit for the future.

The new, premium tea blend and perfectly square tea bag shape is set to provide consumers with great tasting PG tips across the range, whilst the new packaging is designed to better reflect the premium nature of the product inside.

The new packaging has no plastic outer wrap, meaning boxes are completely plant-based and recyclable curb side. The new packs are also 33 per cent more compact and have been efficiently designed for easier stacking in the cupboard at home and merchandising in-store.

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, as well as disruptive online communications, are also planned.

While coffee has seen a solid performance in recent years, one in every three drinks consumed by UK adults is a cup of tea. In the past year alone, over 31 billion cups of tea were sold in the UK. However, when it comes to retail value, tea often gets short-changed in comparison to coffee and other hot beverages. A direct comparison shows a substantial mismatch between tea's consumption volume (20 per cent) and its share in the market value (three per cent). Conversely, coffee holds a more balanced ratio with a 13 per cent consumption volume and an 11 per cent share in market value.

“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," said Liam McNamara, PG tips General Manager, UK and Ireland. "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.”

New and improved blend

PG tips’ new blend and perfectly square and biodegradable tea bags are designed to meet consumers’ quick-brewing habits, with 85 per cent of tea drinkers brewing their cuppa for less than one minutes. This means, consumers can expect a quicker infusion, delivering a brighter, smoother, more consistent cup of tea which is full of flavour.

The brands’ premium offering, PG tips Gold, also returns with a new blend to tap into the growing opportunity for premium hot drinks. The tea is blended to have a rich and warm aroma, be full of flavour and more golden in colour.

What’s more, decaf tea is currently growing ahead of total tea and caffeine tea in both value and volume. PG tips has therefore upgraded its decaf blend to ensure it can deliver on the balanced taste expected from a regular cup of tea.

“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," said McNamara. "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.”

More for you

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO limited edition expression with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s has unveiled its new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Jameson teams up with Admiral, for a tracksuit modelled by Kyle Jameson

Irish Whiskey brand Jameson has been the English Football League's (EFL) main spirits sponsor for two seasons and is deeply entrenched in all aspects of the league, including player sponsorships. It has now signed up with Admiral to celebrate both brands' association with the beautiful game. They have worked closely together to create a full retro-inspired tracksuit in Jameson’s signature green, featuring key elements from Admiral’s world-famous designs for team performance wear, to create a slouchy royal green trackie ready prepped for pubs, presents, party games and freezing cold five-a-sides this Christmas.

Jameson shares a history rich with the beautiful game, so teaming up with an iconic heritage brand like Admiral felt like a natural fit, with the results speaking for themselves,” said Josh McCarthy, Brand Director for Pernod Ricard UK. “A classic tracksuit, from two classic brands, to look sharp after the match when buying your mates a round of Jameson, Ginger and Lime. Nostalgia is everywhere at the moment and growing up in Leicester, there was no shortage of Admiral tops in the park and at the local football clubs.”

Keep ReadingShow less
Customer design takes centre stage on new Rizla limited-edition paper

Customer design takes centre stage on new Rizla limited-edition paper

An eye-catching design created by a customer is bringing a unique appeal to a new limited-edition range of king-size slim papers from the iconic Rizla brand.

The Super Thin Silver papers from the UK’s favourite rolling papers brand* come in three exciting and colourful designs, which form a complete image when placed together.

Keep ReadingShow less
WKD X expands range and unveils first-ever ad campaign

WKD X expands range and unveils first-ever ad campaign

WKD X, the caffeine-containing 7% ABV innovative sub-brand from the leading RTD, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.

Drawing its inspiration from the energy drinks category, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.

Keep ReadingShow less