This New Lipton Ice Tea Branding Refreshes the Beverage Range
Michael Hemsworth — April 1, 2023 — Marketing
References: britvic & talkingretail
This new Lipton Ice Tea branding has been shown off by Britvic for the UK market as a series of updates to the core range of refreshments that aims to draw in shoppers with fresh, vibrant imagery.
The branding showcases fresh tea leaves and flavor ingredients, where applicable, which are paired with crisp colors and finished with the brand's recognizable logo. The branding also coincides with a reformulation for the Lipton Lemon and Lipton Peach, which now feature 33% less sugar while the Lipton Green Mint & Lime has 29% less sugar. The branding will be observed on 500ml bottles that come with a suggest price point of £1.85 each.
A spokesperson spoke on the new Lipton Ice Tea branding saying, "Half of shoppers say they are actively reducing the amount of sugar they consume which makes it the perfect time for Lipton’s relaunch. The new and improved drinks will maintain Lipton’s refreshing fruity taste and offer shoppers a lower sugar alternative, without compromising on great flavour.”
The branding showcases fresh tea leaves and flavor ingredients, where applicable, which are paired with crisp colors and finished with the brand's recognizable logo. The branding also coincides with a reformulation for the Lipton Lemon and Lipton Peach, which now feature 33% less sugar while the Lipton Green Mint & Lime has 29% less sugar. The branding will be observed on 500ml bottles that come with a suggest price point of £1.85 each.
A spokesperson spoke on the new Lipton Ice Tea branding saying, "Half of shoppers say they are actively reducing the amount of sugar they consume which makes it the perfect time for Lipton’s relaunch. The new and improved drinks will maintain Lipton’s refreshing fruity taste and offer shoppers a lower sugar alternative, without compromising on great flavour.”
Trend Themes
1. Less-sugar Beverage Products - Opportunity for beverage brands to reformulate their products with less sugar, reduce health concerns among consumers, and draw in shoppers with fresh branding designs.
2. Natural Flavor Ingredient Branding - Opportunity for beverage brands to utilize natural flavor ingredients, such as fresh tea leaves, in their branding to signal quality and freshness to consumers.
3. Lowered-calorie Beverage Options - Opportunity for beverage brands to offer lower-calorie options by reformulating their products, addressing growing health trends and consumer demand.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can explore and adopt the trend of reducing sugar content and utilizing natural flavor ingredients for branding to remain competitive and attract health-conscious consumers.
2. Food and Beverage Retail Industry - Retailers can benefit from stocking and promoting beverage products with lower sugar and calorie counts, as well as those with natural flavor ingredients, which appeal to growing consumer health trends.
3. Food and Beverage Packaging Industry - Packaging companies can help beverage companies communicate the message of reduced sugar and natural flavor ingredients through innovative and attractive packaging designs that connect with consumers.
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