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 Teas and Infusions 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% 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[2]. However, when it comes to retail value, tea often gets shortchanged in comparison to coffee and other hot beverages. A direct comparison shows a substantial mismatch between teas’ consumption volume (20%) and its share in the market value (3%). Conversely, coffee holds a more balanced ratio with a 13% consumption volume and an 11% share in market value.
Liam McNamara, PG tips General Manager, UK and Ireland, says: “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.”
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% of tea drinkers brewing their cuppa for less than one minute. 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.
McNamara concludes: “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.”
