PG DCaf will tap into one of the few growing segments of the hot beverages category and could help to revitalise the PG Tips brand, which has seen sales slip by over 7% over the last year (The Grocer Top Products Survey, December 13).
Unilever Bestfoods beverages category manager, David Irwin, said that PG DCaf had the potential to add £4m to the decaffeinated market.
He added: “Research shows that there is a growing demand for decaffeinated teas and although the common perception is that taste may be compromised with decaf, this need not be the case.”
The launch of the caffeine-free option will be supported by a £750,000 marketing campaign to include press ads from September, direct mail, money-off coupons and sampling.
PG DCaf will be available in the Pyramid tea bag format (rsp: £1.29 for 40 tea bags and £2.29 for 80).