How is Lipton adapting its products to meet current wellness trends?
Tea is unique in its long-standing relevance, having been around for thousands of years. Today, especially post-pandemic, we see heightened interest in wellness, and our products align well with this shift.
Tea, as we like to say, is “enhanced water”—hydrating and filled with additional health benefits. The ritual of drinking tea can bring calm, and teas with caffeine are balanced by L-theanine, which can promote alert relaxation.
Green tea, in particular, has been studied extensively for its benefits. For instance, the flavonoids in two cups of green tea daily have been shown to protect heart health, equivalent to the flavonoid content in 20 pounds of cooked broccoli. This combination of enjoyment and evidence-based health benefits makes tea an ideal choice for today’s wellness-conscious consumers.
Can you elaborate on the research behind Lipton’s wellness claims?
Teas’ wellness claims are supported by extensive research, led by scientists and scientific bodies over decades. For instance, the USDA recommends a daily intake of 400-600 milligrams of flavonoids, and each cup of our green tea provides about 150 milligrams. This means that just two cups a day can satisfy a substantial portion of this recommendation, which, in turn, can support heart health.
While we have our own internal research and innovation team, we also lean heavily on external studies for credibility. The recommendation for flavonoids isn’t unique to us; it’s backed by broader scientific research, making it clear that the health benefits of tea are both well-founded and accessible to consumers who prioritize their wellness.
How does Lipton approach sustainability, given tea’s global impact?
Sustainability is a core value for LIPTON Teas and Infusions as we are dependent on nature. Tea already has a comparatively low carbon footprint, second behind only tap water. We’ve made significant strides to go even further, such as eliminating staples in our tea bags and reducing plastic use in our packaging. Our efforts are 360-degree, ensuring that every aspect of our product lifecycle—from tea growing to packaging—is as sustainable as possible.
We don’t only focus on environmental sustainability; but we also prioritize ethical labor practices, supporting fair wages, and promoting gender equity within our supply chain. We've been leaders in efforts to raise wages and in promoting women into management roles within the tea industry.
This holistic approach helps us create greater value for both the environment and the communities involved in our supply chain.
How has the digital landscape influenced Lipton’s product offerings and consumer engagement?
The shift to digital has allowed us to offer a wider array of products that wouldn’t be feasible in traditional retail due to limited shelf space. Online, we can expand our assortment with products like our popular advent calendar from our Pukka brand, which performs exceptionally well during the holiday season but is difficult to maintain in stores year-round.
Digital also offers a powerful channel for conveying information, like the health benefits of green tea through our “Two Cups to Goodness” campaign. With the convenience of online shopping, consumers can read reviews, explore flavors not available in their local stores, and learn more about tea’s potential wellness benefits. This engagement reinforces tea’s relevance and makes it easier for us to bring our products to a broader audience.
What challenges has Lipton faced since becoming a standalone company, and what are your priorities moving forward?
Transitioning from Unilever to an independent entity presented operational challenges during late 2022 and early 2023, but it has also opened up new opportunities. Now, with our singular focus on tea, we can innovate more freely in areas like product formulation, packaging, sustainability, and digital engagement. This dedicated focus allows us to explore new ways to connect with consumers and reinforce Lipton as the preferred tea brand.
Our performance has improved as a result of this focus, as we’re better able to communicate tea’s benefits and respond to consumer demand. By making tea accessible, convenient, and versatile, we’re rediscovering our role in the market and enhancing the way people experience LIPTON Teas and Infusions’ brands globally.
How does Lipton plan to evolve tea culture and make tea relevant for new generations?
We aim to keep tea culturally relevant and embrace how each generation interprets it. The term "spill the tea" has reintroduced tea into pop culture, but we want to go further, by reaching young consumers directly. Recently, we sent tea to a sorority at Tulane University and saw students enjoying tea in creative ways—hot, cold, and mixed with other ingredients for social events. This showed us that tea resonates with younger audiences as a fun, versatile drink.
Our TAZO brand’s concentrates have also been a hit, especially with consumers seeking convenience. With options like these, tea can adapt to fast-paced lifestyles, offering an easy, healthy choice that aligns with modern preferences. We’re excited to see how young people, in particular, are bringing tea into their routines in refreshing ways.
How is Lipton keeping up with the shift towards preventative health, and what role does education play?
The wellness trend has seen consumers taking a more proactive approach to health, often starting in their 20s rather than their 40s or 50s. We support this shift by actively educating consumers about the health benefits of tea, emphasizing regular, preventive wellness practices. Our “Two Cups to Goodness” campaign, for instance, underscores the protective qualities of green tea, helping people understand that tea can be a simple, daily choice for their health.
Social media influencers play a significant role in spreading this message. By partnering with influencers who genuinely believe in our products, we can reach diverse audiences and let each community hear from ambassadors who incorporate tea into their daily lives. This approach ensures that our educational efforts resonate and make tea a recognized part of healthy living.
What’s the next big step for Lipton in terms of educating consumers about tea’s benefits?
Our next step involves continuing to engage consumers where they are—on social media, in stores, and online. We believe in the power of sharing real stories from consumers and influencers who incorporate tea into their routines. By diversifying our formats and engaging with social influencers, we’re making tea accessible and relevant to a wide range of lifestyles.
Ultimately, tea can offer benefits for everyone, whether it’s a morning cup for hydration or a calming drink before bed. We’re committed to showing people that tea can be an integral part of a balanced, healthy lifestyle, with varieties suited to all tastes and routines. This focus on versatility and education will help tea thrive as a choice for wellness in everyday life.
