Unilever Bestfoods is dipping its PG Tips brand into uncharted waters next month with the launch of a range of PG Plunger teas.
Created specifically for use with cafetières, the three varieties ­ PG Original, PG Black and Green and PG Decaffeinated ­ are aimed at younger consumers and form part of the food giant's bid to modernise the rallying tea market.
A £1.5m marketing support programme will consist of instore activity such as trial price promotions during the launch period and link-sales with cafetières. Posters, as well as advertising on radio, in women's magazines and Sunday supplements are also planned.
Adrian Adams, category manager, predicted an increase in frequency of tea consumption. He said the predominantly female target audience numbered nearly five million, with around half already owning cafetières.