PG Tips has unveiled a rebrand across its range which includes refreshed packaging and an integrated marketing programme which aims to drive long-term growth.

A new tea blend and redesigned packs will begin rolling out across major UK retailers from autumn this year.

The business increased the tea bag weight from 2.9g to 3.125g to deliver more flavour in each serving and offer better value.

This new design aims to strengthen shelf visibility and will run across PG Tips Original bend, PG Tips Gold, Decaf and English breakfast.

Additionally, all cartons are recyclable, and the tea bags are plant-based and compostable as part of a commitment to sustainability.

PG Tips is supporting the rebrand with a £1.5m integrated marketing launch campaign that aims to drive visibility and trial.

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The marketing activity will span across trade and consumer PR, social media, shopper marketing, out-of-home advertising and retail partnerships.

Jonny Briscoe, MD UK&I for Lipton Teas & Infusions, said: “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.

“By focusing on what matters most to tea drinkers, taste, we have created a blend that is preferred by consumers. Supported by a major marketing campaign and a full packaging refresh, we are confident this launch will drive shopper reappraisal.”

The brand refresh comes after the company’s Live Life One Tea at a Time campaign, which aims to maintain shopper engagement during the launch.