Lipton Teas and Infusions has invested in a relaunch of its PG Tips tea brand, giving it a new look and blend and upgrading its Manchester factory.
The relaunch comprises a new blend across Original, Gold and Decaf varieties, a square, biodegradable teabag and new packaging to better reflect the brand’s premium nature. It also has no plastic outer wrap, and is 33% more compact for easier stacking at home and in-store.
Additionally, the supplier has invested £40m to upgrade PG Tips’ Trafford Park factory in Manchester. It will also support the relaunch with a multi-million-pound marketing campaign set to go live in the first half of 2024, which it says is the largest ever spend in the tea category.
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It will include support for retailers through PoS such as pallets, gondola end displays, outdoor entrance signage and barkers.
According to Kantar data, one in every three drinks consumed by UK adults is a cup of tea. However, there is a mismatch between tea’s consumption volume (20%) and its share in drinks market value (3%) in retail, per Euromonitor.
Liam McNamara, PG Tips general manager, 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.”
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