Lipton Ice Tea goes for growth with core range relaunch and new packaging
Lipton Ice Tea is relaunching its range in a modernised design with a packaging makeover for all flavours. The packaging refresh is also accompanied by a reduction in sugar across the core range of Peach, Lemon, and Green Mint & Lime.
Lipton Ice Tea, the number one ready-to-drink tea brand1, is relaunching its range in a modernised design with a packaging makeover for all flavours. The packaging refresh is also accompanied by a reduction in sugar across the core range of Peach, Lemon, and Green Mint & Lime. The reduction will help the brand continue to appeal to the growing number of shoppers on the lookout for lower sugar options without any compromise on taste.
Half of shoppers say they are actively reducing the amount of sugar they consume2, which makes it the perfect time for Lipton’s relaunch. The new and improved drinks will maintain Lipton’s refreshing fruity taste and offer shoppers a lower sugar alternative, without compromising on great flavour.
As the leading brand in ready-to-drink tea3, Lipton Ice Tea’s value grew + 27 % in 20224 with further opportunities to grow as it taps into the 50 % of shoppers who choose food and drink products with reduced or no sugar content5. As a soft drinks segment, ready-to-drink tea represents a trade up opportunity for retailers, holding a price point of £2.43 per litre on average, versus the wider soft drinks’ £1.34 per litre6. This represents a premium option for consumers, and allows retailers to offer a full range of soft drinks which caters to multiple tastes and wallets.
The relaunched range will roll out across all channels from March 2023.
The new Lipton Ice Tea recipes are the latest lower sugar offering from Britvic, with continued innovation and reformulation programmes enabling the company to offer consumers healthier choices as part of ist Healthier People sustainability strategy. In 2022, this meant 96 % of its innovation launches were low or no calorie drinks – with an average of around 14 calories per serve across its Great Britain portfolio.
1NielsenIQ RMS, Total Coverage GB, Ready-To-Drink Ice Tea value sales, Britvic Defined 5Y, 31st Dec 2022
2Mintel – Attitudes towards Sugar and Sweeteners – UK – 2021
3NielsenIQ RMS, Total Coverage GB, Ready-To-Drink Ice Tea value sales, Britvic Defined 5Y, 31st Dec 2022
4NielsenIQ RMS, Total Coverage, RTD Ice Tea value sales, Britvic Defined, MAT we 31.12.2022
5Mintel – Attitudes towards Sugar and Sweeteners – UK – 2021
6NielsenIQ RMS – Total Coverage, Total Soft Drinks Britvic Defined, Average Price Point MAT we 31.12.2022