Tea brand PG Tips has announced a “significant” investment in its future and that of the UK’s wider black tea category.
Centred on a significantly improved blend, refreshed packaging and a substantial integrated marketing programme, the brand refresh is designed to “drive reappraisal, strengthen shopper engagement and support long-term value growth,” it said.
New packs will begin rolling out across major UK retailers from autumn 2026.
The new blend retains the brand’s signature taste profile, with a fuller flavour that outperformed the current PG Tips Original blend in consumer testing. It also increased both purchase intent and overall preference by 13%.
The bag weight has also increased from 2.9g to 3.125g, delivering “more flavour in every cup,” PG Tips said.
Plus, with the RRP across all pack sizes remaining unchanged, the improved blend offers consumers a “better cuppa and better value,” it added.
Better flavour
Alongside the new PG Tips Original blend, its Gold, Decaf and English Breakfast teas will also benefit from the refreshed packaging. Drawing on the brand’s heritage, the new artwork is designed to strengthen on-shelf standout.
Jonny Briscoe, MD UK&I for supplier Lipton Teas & Infusions, said: “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.
“By focusing on what matters most to tea drinkers - taste - we’ve created a blend preferred by consumers. Supported by a major marketing campaign and a full packaging refresh, we’re confident this launch will drive shopper reappraisal, increase trial and help our retail partners unlock value growth in the category.”
PG Tips said that for Q4 2026, a £1.5m integrated marketing launch campaign to support the rollout and drive visibility and trial is running.
Activity will span trade and consumer PR, social media, bespoke shopper marketing, OOH advertising from November, sampling and retail partnerships.
The refresh builds on the return of PG Tips’ iconic Monkey and the brand’s Live Life One Tea at a Time campaign to maintain shopper engagement throughout the launch.
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