PG tips has launched two variants – The Tasty Decaf and Perfect With Dairy Free – that cater to consumers following a decaf or dairy-free diet.
The launch is supported by a £3m marketing investment, including a brand new TV ad campaign.
Research conducted by PG tips found that tea drinkers across the UK were struggling to find great-tasting tea products that complemented specialist diets. The Tasty Decaf and Perfect With Dairy Free have been developed in direct response to this.
Noel Clarke, vice president for refreshments at Unilever UK and Ireland, commented: “Tea is a really exciting and on-trend category right now, and when we talk to our PG tips fans we see that the way that they want to drink their tea is evolving. That’s why we have chosen to bring out our great-tasting new decaf PG tips – designed to give you all the taste of a great cup of PG tips, but without the caffeine.
“With taste at the heart of why Brits have loved PG tips for years, we also wanted to give those consumers who are changing their diet a great cup of tea that tastes just as good with dairy free alternatives – put simply, the new Perfect With Dairy Free.”