PG Tips adds 'The One' speciality teas sub-brand

Unilever is to expand its PG Tips range with the launch of a speciality-tea sub-brand to tap into the fast-growing sector.

PG Tips: launching its first ever sub-brand, 'The One'
PG Tips: launching its first ever sub-brand, 'The One'

The One speciality line, PG Tips' first significant sub-brand launch, will comprise The Strong One, The Delicate One and The Fresh One variants. Scheduled to go on sale in March, it will be backed by a major campaign.

One industry insider said the launch indicated a fresh direction for Unilever's tea strategy in the UK. 'This is interesting because, up until now, it has brought out speciality teas under its Lipton brand.'

Speciality teas, boosted by the performance of products from brands such as Twinings, posted a volume sales increase of 2.3% in 2010, while standard tea sales fell by 0.4%, according to Nielsen.

Last month, PG Tips rolled out its latest TV ads in a £3.4m push featuring Monkey and Al.

Unilever declined to comment on the launch.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).