PG TIPS LAUNCH PRICE MARKED PACKS FOR ITS NEW DECAF TEA RANGE

PG TIPS LAUNCH PRICE MARKED PACKS FOR ITS NEW DECAF TEA RANGE

Posted 07 August, 2018 at 10:47

Author Mark Bradshaw on behalf of (ISW) Independent Shop Watch


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PG tips, the nation’s favourite tea brand[1] from Unilever, is adding two new price marked packs to The Tasty Decaf range. Rolling out now across convenience and wholesale channels, the new price marked packs will offer loyal fans value for money whilst enabling retailers to tap into the fast-growing decaf sub-segment in tea, worth over £50m[2].

PG tips developed The Tasty Decaf to bring taste back to decaf tea, in direct response to consumer feedback. Decaffeination can often result in a weak and unsatisfying cuppa. PG tips The Tasty Decaf uses a natural flavour inspired by the PG tips tea gardens in Kericho, Kenya and has been specifically designed to provide consumers with a rich, rounded taste, allowing them to enjoy a regular cup of PG tips without the caffeine[3].

Jeannie Richardson, PG tips Brand Manager at Unilever, commented: "We know consumers are always looking for cost effective ways to shop, but don’t want to compromise on the quality of their purchases. Nearly half of shoppers are more likely to buy a price marked pack as they feel as though they are being charged the right amount[4], which in turn helps retailers to build a sense of confidence and trust amongst their customers.

“PG tips is driving penetration of decaf into the category[5], and we’re giving retailers the opportunity to capitalise on this through our new price marked packs offering.

PG Tips The Tasty Decaf is available in 35s PMP (RRP* £1.69) or 70s PMP (RRP* £2.65)

*Recommended retail price. Pricing is at all times at the sole discretion of the retailer.

 

[3] Contains less than 0.2% caffeine

[4] Better Retailing, April 2017

[5] Kantar, 20 May 2018 YTD

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