PG tips launch price marked packs for its new decaf tea range

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.

About Unilever

Unilever is one of the world’s leading suppliers of Food, Home Care, Personal Care and Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. It has 169,000 employees and generated sales of €52.7 billion in 2016. Over half (57%) of the company’s footprint is in developing and emerging markets. Unilever has more than 400 brands found in homes all over the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.

Unilever’s Sustainable Living Plan underpins the company’s strategy and commits to:

* Helping more than a billion people take action to improve their health and well-being by 2020.

* Halving the environmental impact of our products by 2030.

* Enhancing the livelihoods of millions of people by 2020.

The USLP creates value by driving growth and trust, eliminating costs and reducing risks. The company’s sustainable living brands are growing 50% faster than the rest of the business and delivered more than 60% of the company’s growth in 2016.

Unilever was ranked number one in its sector in the 2017 Dow Jones Sustainability Index. In the FTSE4Good Index, it achieved the highest environmental score of 5. It led the list of Global Corporate Sustainability Leaders in the 2017 GlobeScan/SustainAbility annual survey for the seventh year running. Unilever has pledged to become carbon positive in its operations by 2030.

For more information about Unilever and its brands, please visit For more information on the USLP:

¹ Nielsen Data Black Tea Total Volume Sales MAT Jan 2018

[2] Kantar 22nd April 2018 52 w/e

[3] Contains less than 0.2% caffeine

[4] Better Retailing, April 2017

[5] Kantar, 20th May 2018 YTD