2 - LIPTON PURE LEAF: Premiumization play
Pepsi and Unilever launched Pure Leaf RTD tea under the Lipton trademark in 2007, but failed to set the world on fire. However, things improved dramatically in 2012 after the Lipton trademark was removed and Pure Leaf was launched as a standalone, premium brand that generated 95% of Lipton’s RTD tea growth in the US from 2011 to 2015.