The PG Tips Premium range will benefit from a dedicated £1.4m marketing investment in 2013, alongside an £8m multimedia spend planned for the whole of the PG Tips portfolio throughout this year.
The Rich One will sit alongside the existing range, which comprises The Fresh One, The Strong One and The Mellow One (previously The Evening One).
Kate Mitchell, brand manager for PG Tips at Unilever UK, said: “We launched a new range into the Black Tea market in 2011. The PG Tips Premium range reflects a direct link between relevant tastes and the moments that consumers enjoy a cup of tea throughout the day.
“The range is performing well, generating £5.3m in incremental sales for the category since launch, with a high repeat purchase rate on the combined pack formats of up to 24%.”
The RRP of the Premium range in 80-pack format is £2.69 and the RRP of The Fresh One and The Strong One in 160-pack format is £4.69.
© FoodBev Media Ltd 2024