Lipton Ice Tea launches can multipacks

The brand wants to grow at-home sales, with multipacks a growing format

Lipton has launched 330ml can multipacks of its Peach and Lemon Ice Teas, as it seeks to grow sales of formats for at-home consumption.

The supplier has identified the at-home occasion as an area it can grow in and unlock an additional 3.1 million consumption opportunities, as hybrid working continues and multipacks are the fastest-growing format within the deferred consumption occasion. Lipton’s multipacks are packs of six with an RRP of £4.

This is partly because more than half of customers see cans providing advantages on specific occasions over bottles, such as keeping drinks colder for longer, and being easier to carry on some occasions.

Lipton updates pack design and cuts sugar in core range

Lipton’s expansion into cans comes as it is the number-one ready-to-drink tea brand in Great Britain, worth £58m. It is currently growing 46% faster than the market by value.

Supplier Britvic will support the can multipack launch with outdoor and digital marketing as well as sampling activity.

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