Unilever Launches Lipton Fruit & Herbal Infusions

The new range is available in nine varieties and is split into four segments including ‘Destination', a unique range inspired by the flavours of international hot-spots, ‘Fruity', ‘Herbal' and ‘Fruity Green Teas'.

16/12/08 Unilever UK is set to shake up the £45m fruit and herbal tea sector with the launch of a temptingly delicious new range, Lipton Fruit & Herbal Infusions.

Available now, Lipton's latest offering will benefit from a £2 million marketing package in 2009 and is poised to become a huge hit with consumers.

Caroline Monzani, brand manager for Lipton, said: "Lipton is one of the best selling teas in the world. Launching Lipton Fruit & Herbal Infusions into the UK will drive value through its premium positioning.

"It will also attract new users to the sector thanks to its vibrant, youthful brand positioning and drive category growth with its £2million marketing investment."

The new range comprises of nine new teas, bursting with flavour, including fruit teas made with real fruit pieces.

The tea bags are pyramid-shaped which gives the sumptuous, fruity flavours plenty of room to move around to achieve the optimum infusion.

The Fruit & Herbal sector currently makes up 8.5% of the tea category and is enjoying both value and volume growth.

Lipton aims to drive further value into the category and increase penetration by attracting young minded consumers who are currently not directly targeted by the infusions sector.

The new range is available in nine varieties and is split into four segments including ‘Destination', a unique range inspired by the flavours of international hot-spots, ‘Fruity', ‘Herbal' and ‘Fruity Green Teas'.

New tea varieties include Red Fruit, Crushed Peppermint, Alps (Mint and Eucalyptus) and Green Tea Mandarin Orange.

The Lipton Fruit and Herbal Infusions packaging has been designed to reflect the youthful credentials of the brand and create stand-out and visual impact on the shelf.

Featuring bright colours which reflect the flavours of the tea, it creates high purchase intent amongst consumers.

Lipton Fruit and Herbal Infusions are available in boxes of 20 teabags, outercase packaging of 1x4 cases and come in Lipton yellow "shelf-ready" trays for further consumer stand-out.