Sparkling Lipton Tea Looks to Fill Soda Void
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Is bubbly tea a cure for the soda blues? Lipton’s new Sparkling Iced Tea might offer some clues.
The Pepsi Lipton Tea Partnership, which is a joint venture between PepsiCo and Unilever, recently launched the “lightly carbonated” tea in lemonade, raspberry and peach flavors. On Monday, Lipton will support the launch with a new TV ad by DDB, New York, that touts the product as “the goodness of tea infused with light, crisp, tiny bubbles.”
Tea sales are enjoying strong sales growth of late and PepsiCo is outperforming the category. Tea is smaller than the carbonated soft drink category, but soda sales are slumping partly as a result of health concerns. So bubbly teas have the potential to at least counter some of the soda decline for big beverage marketers.
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