PG Tips, one of the best-known black tea brands in the UK, owned by Lipton Teas & Infusions, has announced a major refresh of its range. Original gets a new, fuller-flavoured blend, and the weight of each tea bag rises from 2.9 to 3.125 grams, with no change to recommended retail prices.
According to the company, in consumer tests the new blend beat the current version, with a 13-percentage-point gain in purchase intent and overall preference. The research, with over 1,000 participants, showed that taste and quality are the main purchase drivers, and black tea accounts for eight in ten cups drunk in the UK. Gold, Decaf and English Breakfast receive new packaging inspired by the brand’s heritage; the cartons are recyclable and the tea bags remain compostable.
The new packs reach major UK retailers from this autumn, backed by a £1.5m fourth-quarter campaign with outdoor advertising from November, sampling and retail partnerships. Managing director Jonny Briscoe described it as “the most significant investment” in the PG Tips blend in recent years.
Source: Tea & Coffee Trade Journal