The company predicted that the nine-strong Lipton Fruit & Herbal Infusions range, which is launched next week, would appeal to young people. The brand's first fruit and herbal tea bags in the UK will be supported by a £2m campaign next year to promote the range to affluent 25 to 34-year-old consumers.
"This is a major move for Lipton, a huge heavyweight global brand," said brand manager Caroline Monzani. "This will appeal to the young at heart market and will help grow category penetration."
The range is split into four segments: destinations - teas inspired by the flavours of international hot spots; fruity; herbal; and fruity green teas. Marketing will include outdoor, direct mail, sampling and online activity.