PG TIPS LAUNCHES NEW ADDITIONS TO SPECIAL MOMENTS RANGE
PG tips is introducing two new tea variants to the Special Moments range.
The Hint of Earl Grey One is a combination of black tea with a subtle hint of earl grey and The Evening One is a blend of black and decaffeinated tea.
Earl Grey is the largest segment within the speciality tea category but consumer research has revealed that only 22% of caffeinated tea consumers also buy speciality teas, mainly because they find the flavour too strong.
With just a hint of earl grey, The Hint of Earl Grey One is designed for these consumers looking to try something slightly more fragrant, but still enjoy a cup of robust black tea.
The Evening One is a blend of black and decaffeinated teas, lightly pressed designed to be enjoyed in the evening.
With a rich purple packaging and italic font, the new design aims to reflect a refined, after-dinner feel.
Silvia Grattieri, PG tips Brand Manager at Unilever UK said:
“The launch of the Special Moments range has generated £1million incremental retail sales value for the category in its first seven months of launch.
“44% of volume sales are incremental to the black tea category and consumers are buying these new variants in addition to their repertoire.
“We have also seen new consumers coming to the category, attracted by these new varieties of black tea.
“We will continue to drive this growth through the range expansion in 2012, offering consumers new, relevant products and choices to suit different tea occasions throughout the day.”
The Hint of Earl Grey One and The Evening One will be available from February 2012 and The Fresh One and The Strong One are now available in 160 pack format following strong repeat purchase rates at 22%.
The “premium packaging” of the whole range has a new design and colours in a bid to give stand out on shelf.
As part of the continued investment in the range, there will be an integrated programme of TV, print, radio and a sampling campaign in 2012 totalling £4m.
The RRP of the Special Moments range in 80 pack format is £2.69 and the RRP of The Fresh One and The Strong One in 160 pack format is £4.69.
Related posts:
- STORM TEA LAUNCHES NEW RANGE OF TEA
- PG TIPS RELEASES NEW BLACK TEA RANGE
- NEW ORGANIC TEA RANGE LAUNCHED NAMED COSY TEA
- PERCOL LAUNCHES TWO NEW ADDITIONS TO BLACK & BEYOND COLLECTION
- PUERH TEA BLOCKS ENTER THE HERBAL TEA MARKET
- TEAPIGS LAUNCHES SPICED WINTER RED TEA
- COSY TEA PICKS UP TWO CREAM AWARDS
- BLACK GARLIC LAUNCHES IN THE UK
