Lipton has launched 330ml cans of its lemon and peach flavour ice teas in a six-pack multipack (£4 MSRP) in the UK for the first time. The format aims to help Lipton tap into more at-home occasions, with availability across both the grocery and convenience channels.
Lipton has identified the at-home occasion as one it can grow in, with the multipack cans able to unlock an additional 3.1m at-home opportunities. This is particularly true as hybrid working continues for many, and there is consumer demand for larger formats to meet their needs, with multipack now the fastest-growing format within the deferred occasion.
Already worth £58m, Lipton is the leading ready-to-drink tea brand in Britain and is currently growing 46% faster than the market by value. The expansion is expected to provide a basis for further growth, attracting new shoppers to the brand.
The multipacks are available now in the grocery channel. The rollout follows Lipton’s recent relaunch of its core range, which will be supported by out-of-home and digital marketing, as well as sampling activity.
