PG Tips is ramping up its presence beyond the standard tea market with the launch of three new blends.
The Unilever brand, which suffered a 3.3% drop in value last year to £144.6m [Nielsen 52 w/e 3 January 2015], is this month launching Earl Grey, English Breakfast and Assam teas in its pyramid teabags.
With an rsp of £1.99 for 40-bag packs and £3.49 for 80 bags, the supplier said the NPD would offer inexpensive alternatives to the brands traditionally associated with speciality tea. A pack of 80 bags of Twinings Assam is currently selling at an average of £3.91, after promotions are factored in, at the major supermarkets [Brand View].
Everyday black tea has been losing ground to speciality teas, and the supplier said it was looking to tap the growth in the sub-sector and attract new, younger consumers by introducing speciality teas from an “iconic, trusted brand”. The launch follows a brand refresh in May, relaunch of its premium teas in March and the rollout of new fruit and herbal teas in January.
Unilever said the English Breakfast Tea differed from standard PG Tips by delivering a more ruby/golden brew colour and a fresh tea light enough to be drunk without milk or sugar. The Earl Grey was a blend of PG Tips and Earl Grey, while Assam was created by putting Assam into the PG Tips pyramid bag.
“Our new range offers bold and classic flavours at affordable price points, providing consumers with greater choice,” said Lola Danlos, brand manager for PG Tips speciality tea.