MUMBAI: The year marks the coming together of two FMCG giants, PepsiCo India and Hindustan Unilever Limited (HUL).
They announced the launch of Lipton Ice Tea in the Indian market. Lipton Ice Tea is made of tea leaves, real sugar, and natural fruity flavors that promise to refresh naturally. It is targeted at the 16–29 year urban affluent healthy hedonists- young-minded people who enjoy life but also understand the importance of healthier choices.
PepsiCo India executive director – innovation Geetu Verma said, “Today’s urban young adults are looking for a drink that is delicious, but also healthier. Tea is a familiar and preferred beverage option in India and ice tea is fast gaining popularity amongst the young consumers. Lipton Ice Tea is a global product that offers a combination of great taste and refreshment on the go. We are confident that the product will resonate strongly with our target audience.”
HUL GM beverages Arun Srinivas said, “While tea drinking is an entrenched habit among the Indian consumers, the youth in India are looking at more contemporary formats and healthy offerings. Ice Tea ticks both the boxes and it can get the youth into the tea category. Lipton’s tea expertise coupled with its strong equity places it in the pole position to service this emerging consumer need. We strongly believe that PepsiCo’s strengths in QSRs and Hindustan Unilever’s strengths in MT and Family Grocer channels will help grow this nascent category."
PepsiCo India has launched the Ready to Drink Lipton Ice Tea in the PET format in the Delhi NCR Region and the company plans to introduce the product in other markets across India in a phased manner.
Priced at Rs 25 for a 350 ml PET bottle, Lipton Ice Tea will be available in two variants: Green Tea in Mint and Lemon flavour and Black Tea in lemon flavour.
HUL is launching the PET bottle in Modern Trade in the top 28 cities across India. HUL will also be launching the product in the tetra and powder formats.
The powder will be priced at Rs 85 for the lemon variant and Rs 95 for the Mint and Lemon variant for 250g. Besides this there will also be a sampler pack priced at an introductory offer of Rs.15 in both the variants. The Tetrapack will be priced at an introductory offer of Rs.70 for the Black tea in lemon flavor and Rs.75 for the Green tea in Mint and Lemon flavor.
PepsiCo India and Hindustan Unilever have launched the product in India under Pepsi Lipton International, a 50:50 joint venture between Pepsi and Unilever to manufacture and markets Lipton Ice Tea variants in 67 countries.
With the launch of this ‘naturally refreshing’, ready to drink ice tea, PepsiCo India has further strengthened its health and wellness product portfolio along with other brands like Quaker Oats, Aliva, Nimbooz, Tropicana 100 per cent and the recently launched Lehar GlucoPlus.
The Lipton Ice Tea launch will be supported by a 360 degree marketing mix. Both the companies will drive trials there will be large scale experiential sampling across malls, multiplexes, corporates and colleges. In-store visibility will be driven through customised Lipton Ice Tea chillers.
