PG Tips has unveiled a new blend, alongside updated packaging designed to “drive reappraisal” of the struggling tea brand.
In its latest bid to turn around the fortunes of PG Tips, owner Lipton Teas & Infusions has introduced a new blend for the brand that promises “a fuller flavour”. The new recipe had increased “both purchase intent and overall preference” by 13 percentage points in consumer testing, PG Tips said.
The weight of each bag has also been increased from 2.9g to 3.1g, to deliver “more flavour in every cup”. Despite the new heavier bag, prices across all pack sizes remained unchanged, offering consumers “a better cuppa and better value”, PG Tips said.
Meanwhile, new packaging rolling out across PG Tips Original blend, PG Tips Gold, Decaf and English Breakfast was designed to “strengthen on-shelf standout”.
The refresh will be backed with a £1.5m integrated marketing launch campaign, spanning trade and consumer PR, social media, shopper marketing, out-of-home advertising from November.
“This is the most significant investment we’ve made into the PG Tips blend in recent years, and underlines our commitment to the long-term value growth of the black tea category,” said Jonny Briscoe, managing director UK&I at Lipton Teas & Infusions. “By focusing on what matters most to tea drinkers, taste, we have created a blend that is preferred by consumers.
“Supported by a major marketing campaign and a full packaging refresh, we are confident this launch will drive shopper reappraisal, increase trial and help our retail partners unlock value growth in the category.”
Lipton Teas & Infusions has so far failed to revive PG Tips to its former glory since the carve out of Unilever’s tea business by private equity firm CVC Capital Partners in 2022.
A botched reboot under then-CEO Nathalie Roos in 2024 that sought to scale back PG Tips’ SKU count and boost the brand’s relevance among younger shoppers was abandoned last year.
Following the departure of Roos and then-UK & Ireland GM Liam McNamara, new UK MD Briscoe and CMO Elle Barker retired PG Tips’ ‘Rock Solid’ campaign featuring actor Ashley Walters, with the £15m push having failed to revitalise sales.
In its place, Barker brought back PG Tips’ Monkey mascot in a new campaign starring British actor and Rivals star Emily Atack.
However, sales of PG Tips remain in decline, with value slipping 7.1% on volumes down 2.2% in the past year [NIQ 52 w/e 13 June 2026].
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