With 33 billion tea bags enjoyed by tea-lovers every year in the UK and consumers being five times more likely to buy sustainable products there’s a clear demand for a cuppa that not only tastes good but does more for the planet. PG tips is the Nation’s fav cuppa (Nielsen, November 2020) and is the first major tea brand switch to 100% plant-based tea bags across its entire range of foodservice packs.
Over the past year, more people have been brewing cuppas in the comfort of their homes and the latest PG tips TV campaign is encouraging tea-lovers to question what their tea bags are made of. As consumers start to enjoy brews out of home again, foodservices are also encouraged make the switch to a more sustainable cuppa. In foodservice alone, by switching to biodegradable tea bags we can reduce the amount of plastic used by 26 tonnes annually – that’s the weight of four and a half elephants.
PG tips plant-based tea bags are derived from corn starch and can be disposed of in a food waste bin to biodegrade back to nature. “As the nation’s largest producer of tea bags, it is our responsibility to lead the way when it comes to helping people make more sustainable choices,” says Unilever UK&I tea director Fiachra Moloney.
"Creating a fully plant-based range has not come without its challenges, but we’re glad to be in a position to offer a more sustainable cuppa, without compromising on the great taste we’re known and loved for. What’s more, PG tips has also made a big step to convert its Manchester factory, where the tea is blended and packaged, to become fully carbon-neutral, with 100% of the energy used coming from renewable sources.”
Small sustainable choice, big difference
To spread the word, the brand invested in a substantial £3.6m above-the-line campaign last year, which was led by a prime-time TV advert. The ad featured a young girl hosting a tea party, where she tells her toy companions how each small sustainable choice can make a big difference. This was designed to highlight the confidence and ease that younger generations feel about accepting change, and inviting everyone to join them.
“We wanted our TV campaign to have a warm and heartfelt message that encouraged tea-lovers to question what their tea bags are made of and get them to think about making the switch to a more sustainable cuppa," Moloney continues. "It has never been more important to take care of our planet and, with this advert, we wanted to show that with small changes like switching to a fully plant- based tea, we can make a big difference.”
All of PG tips tea is 100% Rainforest Alliance certified™ and sustainably sourced. PG tips is committed to ensuring its tea keeps building communities, improving people’s livelihoods and respecting the environment. For more information about switching your tea bags to plant-based, foodservice operators are encouraged head here or discuss further with your UFS sales representative.