PG Tips will be repositioned for the first time in a decade, on a health platform.
The new health claim is that tea contains theanine, which aids concentration.
"Consumers told us that tea doesn't just help them relax but also to focus," says PG Tips brand manager Kate Hick.
The company's researchers knew that theanine existed in tea – and, bizarrely, in a rare Japanese mushroom – but had not previously identified it as the ingredient that delivered mental clarity.
Stalker suspects a new promotional slogan for mushrooms could be just around the corner – mind boosting mushrooms?
