PG Tips targets green and herbal tea market with new range
PG Tips, part of Unilever's brand portfolio, introduced a new line of green and herbal teas in an attempt to counter falling black tea sales in the UK. The company is looking to tap growing demand for green and herbal teas with a new line of pyramid teabags, which includes 10 varieties, such as Mandarin Orange, Raspberry and Red Bush & Vanilla. Both segments have performed tremendously in the past year, with green tea sales rising 18.6% to £65 million and herbal tea sales adding 11.8% to total £27m. This is in stark comparison to the overall tea category in the UK, which has fallen by 6.1% in volume last year. Accordingly, sales of PG Tips core teabag range were down 4.7% in value over the same period. The launch will be supported with a £5m marketing push.