PG Tips today announced a significant investment in its future and the future of the black tea category. Centred on a significantly improved blend, refreshed packaging and a substantial integrated marketing programme, the ambitious 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 new blend retains the brand’s signature rich and smooth taste profile, with a fuller flavour that outperformed the current PG Tips Original blend in consumer testing. It increased both purchase intent and overall preference by 13 percentage points. The tea bag weight has also increased from 2.9g to 3.125g, delivering more flavour in every cup. With RRPs across all pack sizes remaining unchanged, the improved blend offers consumers a better cuppa and better value.
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.
“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,” said Jonny Briscoe, Managing Director UK&I for Lipton Teas & Infusions.
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.