Dubai, United Arab Emirates (1st May, 2013) - Lipton Yellow Label, Unilever's leading tea brand and the region's favourite, is relaunching with a new, improved blend designed to appeal to the next generation of tea drinkers.
With the newly introduced blend, the iconic brand will use a groundbreaking innovation in tea production. In a new process unique to Lipton, fresh, high-quality tea leaves are pressed during production. This releases a ‘natural tea essence' full of fresh tea flavour. The essence is added back to the tea blend; thus Lipton Yellow Label delivers a fully rounded, satisfying flavour that Yellow Label lovers demand, with a rich, without bitterness or astringency.
The new tea essence process was developed by the Lipton Institute of Tea - Lipton's dedicated tea research facility. The team were inspired to experiment with the concept of tea essence using the same techniques involved in pressing olives and grapes. From this inspiration came the new process now operating at the Lipton Tea Gardens in Kericho, Kenya, one of the finest tea growing regions in the world. Only freshly picked, high-quality tea leaves are pressed as part of the new Yellow Label process.
Lipton has updated its high quality blend to continue to give consumers the rich tasting tea they love. “Yellow Label is probably the world's most famous tea” said Sanjiv Mehta, Chairman of Unilever, North Africa and Middle East. “It is designed to be enjoyed not only by the millions of people around the world who currently drink it every day, but by a new generation of drinkers looking for a tea that can deliver a great taste, without dryness or bitterness, cup after cup.”
Mehta continues: “Creating brands that our customers want and love is at the heart of our business and we're hugely excited about this new use of tea essence. Not only is it a world first, it also means we're now able to develop products in ways that have never been seen before.”
The new Lipton Yellow Label is available on major supermarket shelves across the region. .