PG Tips has expanded its range in the UK with the launch of three new speciality tea flavours, available to retailers from this month.
The new Earl Grey, Assam and English breakfast blends have been introduced to tap into growth in the speciality tea sector, which the Unilever-owned brand said had grown by 4% in the past 12 months. It said it hoped that the expansion would offer consumers inexpensive alternatives to traditional speciality tea brands and entice more younger consumers into the speciality tea category.
The products will be available in 40-count and 80-count boxes with respective recommended retail prices of £1.99 and £3.49. Their launch will be supported by a £2m media investment covering PR, experiential and sampling activity.
The new variants are boxed in bold and colourful packaging that will highlight the blend colour and aroma of each product for increased on-shelf standout. It follows a re-vamp of PG Tips ‘biggest packaging overhaul’ in 20 years, including a new contemporary logo and stripped-back packaging design, which FoodBev first reported on back in May.
PG Tips speciality tea brand manager Lola Danlos said: “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.”
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