Lipton Teas and Infusions is introducing a fresh look and blend to PG Tips, in a concerted effort to revitalize the tea category and position one of the leading brands as a premium option. In the coming weeks, the new Original, Gold, and Decaf variations of PG Tips will be available across all retail channels in the UK.
This relaunch will be supported by a well-planned marketing campaign, expected to go live in the first half of 2024. With a record-breaking media spend in the tea category, this campaign demonstrates our commitment to rejuvenating the brand.
As part of our strategy, we will assist our retail partners in optimizing shelf navigation, ensuring that shoppers can easily find and choose their desired tea products. This will involve the implementation of in-store activations, such as front-of-store pallets, gondola end displays, and barkers. Moreover, we plan to engage customers through various out-of-store entrance communications and disruptive online channels.
Liam McNamara, the General Manager for PG Tips in the UK and Ireland, emphasizes the need to restore value to the tea category. He states, “Tea is beloved but has sadly been neglected for a long time. It is essential for us to rekindle the appreciation for one of Britain’s most cherished beverages and create value for everyone involved. We will achieve this by delivering a superior product and experience to our consumers, while ensuring efficient service for our retail partners.”
McNamara adds, “The re-launch aims to enhance the black tea drinking experience and introduce a more refreshing and superior taste across our entire tea portfolio. We are confident that our reformulated blends, along with the industry’s only square tea bags, will provide consumers with the most exceptional PG Tips tea experience to date. Our consistently high rankings in taste tests validate our commitment to quality.”