Unilever has introduced the largest packaging overhaul for its PG Tips brand of tea in almost 20 years, completely updating the entire range with a new pack design.
Each box of PG Tips tea will continue to carry the brand’s signature red, green and white colours, but will adopt a new contemporary logo and stripped-back packaging design. The brand has said that the redesign will make it “easier to shop instore, reaffirm its authority within the category, and drive sales uplift amongst new and existing shoppers”.
It is the biggest milestone for the Unilever brand since it introduced its pyramid-shaped teabag 19 years ago.
PG Tips senior brand manager Kate Hearn said: “We’ve listened to our consumers and redesigned our packaging to make the brand more relevant to shoppers, especially the younger consumer. We also believe that the clear, fresh new look, with a bigger and bolder PG tips logo, will make it easier for shoppers to find their favourite tea brand in the busy supermarket aisle.”
The redesign was unveiled just one day after Unilever announced savings of 1m tonnes of carbon dioxide emissions, saving it almost €250m across its manufacturing network, since 2008. In April, tea brand Twinings also adopted a new packaging design that it said would present it as a “more approachable, relevant and modern brand”.
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