Tea brand Lipton is entering the Kombucha category to tap into growing demand for the health-orientated drink.
The new Lipton Kombucha range is available in three flavours – Strawberry Mint, Raspberry and Mango Passionfruit.
The Kombucha market has been growing rapidly at 39% since the Covid pandemic and is now valued at £33m. Lipton has blended Kombucha with natural fruit flavours, the brand’s tea and bubbles to make a new drink, which is low in sugar and calories.
Ben Parker, VP Sales Off-Trade at Carlsberg Britvic, said: “We know how popular the Kombucha trend is and believe Lipton has created a product that can introduce even more people to the category and its benefits. As a brand, we are in a good position to grow an exciting category, and we’re really looking forward to shoppers being able to try the flavours and for retailers to reap the current untapped rewards of stocking it.”
Lipton Kombucha is available in 250ml single cans and multipacks of four. The launch will be supported by the new campaign called ‘Kombucha-cha-cha’, dramatising how Lipton Kombucha makes you feel. There will also be out-of-home advertising, PR, social media, in-store marketing, and sampling.
