Lipton Ice Tea has debuted a trio of new teabags specifically designed for cold brewing.
Packs in Black Tea Peach, Green Tea Citrus Mint, and Hibiscus Raspberry will roll out to Ocado this month (rsp: £3.75/10 bags). They will also launch in 1,500 Co-op stores from late April, and Sainsbury’s in May.
The NPD had been created to tap “several key consumer trends” spanning “health, convenience, sustainability and flavour”, Lipton owner Lipton Teas & Infusions said.
According to the brand, one in six tea purchases among Gen Z shoppers is cold [Worldpanel by Numerator 52 we 16 June 2024].
The new bags had been designed specifically for cold brewing in refillable water bottles, and therefore presented “a significant opportunity for retailers to capitalise on evolving consumer habits”, it added.
“The Lipton Ice Tea range is more than just a new product, it’s a strategic move to revolutionise how consumers enjoy ice tea and how retailers can grow their tea category sales through a taste-first concept that resonates with younger demographics,” said Jonny Briscoe, general manager UK & Ireland, at Lipton Teas and Infusions.
The launch will be supported by an experiential-first marketing strategy, including mass street sampling targeting younger consumers. Affiliate marketing, influencers, disruptive in-store activation, and trade & consumer PR will also be commissioned.
The cold tea market is currently worth £67.7m and engages 12.1% of the GB population [Worldpanel].
Lipton was relaunched by LT&I in the UK last autumn after a more than 15-year absence.
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