PG tips, the UK’s number one tea brand from Unilever UK, is expanding its range with the launch of three new Speciality tea flavours; Earl Grey, Assam and English Breakfast, available to retailers from August 2015.
The new flavours aim to tap into the growth of the Speciality tea sector which has grown 4% in the past 12 months and attract new, younger consumers into the category by introducing Speciality teas from an iconic, trusted brand.
Each of the new classic flavours, Earl Grey, English Breakfast and Assam, cater for the main flavour needs across the sector and offer consumers inexpensive alternatives to the brands traditionally associated with Speciality tea.
Lola Danlos, brand manager for PG tips Speciality tea, at Unilever UK comments: “As the number one tea brand our new range offers consumers bold and classic flavours at affordable price points, providing consumers with greater choice.
“Consumer research has shown that consumers want more accessible, special flavours of Speciality tea. Our three new delicious variants, each beautifully boxed in our recently revamped pack designs, aim to satisfy this demand and tap into the growing trend for Speciality tea.”
PG tips refreshed its entire range in May with a new pack design to make the brand easier to shop in store and reaffirm its authority within the category. Each pack continues to carry the bold colours of red, green and white synonymous with PG tips, but with a brand new contemporary logo to create greater standout on shelf.
In line with the packaging design revamp, the new variants are boxed to feature bold and colourful designs which highlight the blend colour and aroma of each product, as well as the PG tips Monkey and pyramid technology, giving it strong on-shelf standout. Each pack shares tasting notes and flavour information that help introduce and educate consumers to Speciality tea, whilst still communicating PG tips simple, authentic tone of voice.
The launch will be supported by a £2 million media investment covering PR, experiential and sampling activity.
PG tips Speciality teas have an RRP* of £1.99 for packs of 40 and £3.49 for packs of 80.