Unilever is launching a range of green teas under its PG Tips brand in an effort to take the healthy variant more mainstream.
The three-strong range, which hits shelves this month, includes a traditional green tea, a lemon-flavoured option and a mint flavour. Packs will carry the strapline 'Your natural source of antioxidants'.
The green tea sector is generating strong growth, boosted by the brew's perceived health benefits, with sales up 7.8% to £17.2m, according to Nielsen [52 w/e to 26 January 2008].
"The range will help make green tea more accessible, driving penetration and market growth," said Adrian Adams, senior category manager for beverages at Unilever.
The newcomer will benefit from the £12m marketing spend earmarked for the total brand this year, including TV and press. It follows the overhaul of Tetley's green and fruit tea range last year and the relaunch of Twinings' green and infusion teas last month.