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Inside Lipton's First Major Brand Refresh in a Decade

President Racquel Harris Mason spoke with P2PI sibling brand Progressive Grocer about the brand's new packaging and strategic updates.
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Lipton, which has been in the tea business for 135 years, leveraged "International Tea Day" on May 21 to share how the brand continues to innovate for the future.

Lipton unveiled its first major brand refresh in more than a decade, including a modernized visual identity, updated packaging and an expanded product lineup. The new look continues the signature yellow color scheme and red badge with a contemporary design and tagline that exemplifies its longstanding values, “We Choose Tea.”

The rebrand also includes new products, starting with the launch of English Breakfast and Earl Grey blends. Later this summer, Lipton will introduce a line of fruit and herbal teas, along with additional lower-sugar and zero-sugar iced tea powder varieties.

P2PI sibling brand Progressive Grocer recently spoke with Racquel Harris Mason, president of Lipton Teas and Infusions, about the drivers behind the new items and the overall rebranding initiatives. “I think today’s consumer wants more choices that are delicious and healthy. They aren’t interested in sacrificing taste for health. They want them both, and they want novelty,” she told PG. 

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Lipton’s strong brand recognition gives it a unique advantage as it refreshes its offerings and introduces new varieties. “Consumers want to combine tried-and-true ingredients they trust with something that makes it different and interesting,” Mason said. “Lipton has trust, and our tea ingredients have a trust, too.”

The rebrand also reflects broader organizational changes. Lipton recently returned to its former headquarters in Hoboken, New Jersey, and has spent the past year strengthening its operational foundations. Following its 2022 acquisition from Unilever by CVC Capital Partners, the brand now operates under Lipton Teas and Infusions.

“We know it's important to participate in both the premium and mainstream segments. We are focused on tea with multiple brands – we don’t have to pick between them and we want to be accessible,” Mason explained, adding that today’s consumers are looking for more options, whether it’s a sleep aid or simply a refreshing beverage. 

Additionally, recently, the U.S. Food and Drug Administration (FDA) announced a major update to its definition of “healthy,” officially including 100% tea made from Camellia sinensis for the first time. Many of Lipton’s most popular teas, such as yellow label black tea, unsweetened iced tea, cold brew, unflavored green tea, and the new English breakfast and Earl Grey, are now officially recognized as a "healthy" part of the daily American diet.

“We are delighted that with this extra stamp of approval to help consumers be even more comfortable with tea,” Mason said.

This interview was originally published on Progressive Grocer.

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