PG Tips invests in major brand refresh and marketing campaign

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.

New packs will begin rolling out across major UK retailers from autumn 2026.

With black tea continuing to account for eight in 10 cups consumed in the UK, the relaunch follows a year in development, including extensive consumer research with over 1,000 consumers, identifying taste and overall quality as the main drivers of purchase and value perception in the category.

The tea bag weight has also increased from 2.9g to 3.125g but RRPs across all pack sizes remain unchanged.

Alongside the new PG Tips Original blend, PG Tips Gold, Decaf and English Breakfast will benefit from refreshed packaging. Drawing on the brand’s heritage, the new artwork is designed to strengthen on-shelf standout.

Jonny Briscoe, managing director UK&I for 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 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.”

Q4 2026 has a £1.5m integrated marketing launch campaign to support the rollout and drive visibility and trial.

Activity will span trade and consumer PR, social media, bespoke shopper marketing, out-of-home 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.

All cartons are recyclable, and the tea bags remain plant-based and compostable.

The full PG Tips range:

• PG Tips Original (40s, RRP £2.20 / 80s, RRP £3.50 / 160s, RRP £5.50 / 210s, RRP £5.75 / 240s, RRP £6.50)
• PG Tips Gold (70s, RRP £3.75)
• Decaf (40s, RRP £2.20 / 70s, RRP £3.75 / 160s, RRP £6.50)
• English Breakfast (70s, RRP £3.75)