PG Tips
PG Tips is a British tea brand known for its black-tea blends, pyramid tea bags, and long-running character-led advertising.
Last updated August 21, 2026
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Overview
PG Tips is a British tea brand whose history is rooted in Brooke Bond's mass-market tea business. The brand originated in the 1930s as Pre-Gestee, a name derived from the earlier concept of Digestive Tea. The name suggested that the drink could be consumed before meals as a digestive aid. Retailers and sales representatives shortened the name to PG, and changes in post-war labelling rules eventually made claims about tea's digestive benefits unsuitable. By 1950–1951, the product was being marketed as PG Tips, with "Tips" referring to the upper leaves and bud traditionally associated with high-quality tea picking. The brand became one of the best-known teas in the United Kingdom through a combination of broad distribution, consistent blending, and unusually memorable advertising. Its tea is sourced as bulk estate teas from producing regions around the world and blended at the Trafford Park factory in Greater Manchester. The precise formulation, historically referred to as blend 777, can vary according to seasonal and supply conditions and may contain numerous estate teas. This approach allows PG Tips to maintain a recognizable flavour while adjusting the blend to changing crop characteristics. PG Tips has been sold in loose-leaf, tea-bag, and vending formats. Product innovation has included stringed tea bags, introduced as PG Tags in 1985, and tetrahedron-shaped Pyramid Bags, launched in 1996. The pyramid format was designed to give the leaves more room to circulate during brewing, with the brand presenting the bag as a small teapot. Later ranges expanded beyond the core black tea, including Special Moments teas and fruit, herbal, and green tea products. A Scottish Blend was developed for the soft-water conditions associated with Scotland, while the related Lyons brand is used in Ireland. Advertising has been central to PG Tips' identity. From 1956, the brand used dressed chimpanzees known as the Tipps family, often voiced by well-known performers. Although animal-rights objections led to their withdrawal in the 1970s, the characters returned after sales weakened and remained part of the brand's public image until the final chimpanzee advertisement in 2002. They were replaced by Aardman-animated T-Birds, and PG Tips subsequently formed a major promotional partnership around Wallace and Gromit's The Curse of the Were-Rabbit. In 2007, the brand brought together comedian Johnny Vegas and the Monkey character previously associated with ITV Digital. The Al-and-Monkey partnership became one of Britain's most recognizable tea campaigns, supporting slogans including "You, me and a cup of PG," "How would you describe the taste?" and "Keep it tea." PG Tips has also used campaigns to communicate sustainability and social positions. Unilever announced a commitment to source tea sustainably in 2007, and all tea used in PG Tips was reported as Rainforest Alliance certified from 2012. The company also said in 2011 that it would stop testing its teas on animals. In 2017, Monkey was adapted into a Facebook Messenger chatbot for Comic Relief's Red Nose Day. In 2024, PG Tips announced the retirement of the Monkey advertising character, but the character returned in 2025 in advertisements voiced by Ivo Graham and portrayed as married to Alice, played by Emily Atack. The brand remains primarily associated with the United Kingdom and everyday black tea, while its ownership has changed through the wider tea-industry consolidation that followed Brooke Bond's acquisition by Unilever. Today PG Tips is manufactured and marketed under Lipton Teas and Infusions, with its strongest identity still tied to British tea-drinking culture, accessible pricing, distinctive packaging, and comic advertising.
History
PG Tips began in the 1930s as a Brooke Bond product called Pre-Gestee. Its name reflected the earlier description "Digestive Tea" and the idea that tea could be consumed before food. Retailers and sales staff commonly shortened the name to PG. After the Second World War, labelling restrictions made it problematic to promote tea as a digestive aid, and the brand adopted the PG Tips name around 1950–1951. The word Tips referred to the tender top leaves and bud used in tea production. Brooke Bond promoted its teas as pure, high-quality blends made from teas associated with India and China. Its early marketing stressed the social and uplifting role of tea, helping the company compete in a market increasingly shaped by national advertising and branded grocery products. By the late 1950s, PG Tips had risen from fourth place to the leading position in the British tea market. A major reason for that growth was the introduction of the Tipps family in television advertising in 1956. The campaign depicted chimpanzees dressed as people at tea parties and used voices supplied by performers including Peter Sellers, Donald Sinden, and Bob Monkhouse. Animal-rights objections led to the campaign being withdrawn during the 1970s, but the characters returned after a fall in sales. The campaign continued for decades, generating collectible cards, figurines, and other memorabilia. The final Tipps family advertisement aired in January 2002. The chimpanzees were replaced by the T-Birds, a group of claymation birds created by Aardman. The campaign ran from 2002 to 2005 and helped connect PG Tips with the wider Aardman entertainment universe. In 2005, the brand marked its 75th anniversary and became a prominent promotional partner for Wallace and Gromit's The Curse of the Were-Rabbit. Limited-edition packs included Gromit mugs, and Unilever reported a substantial sales increase during the promotion. PG Tips also released the short promotional film A Tale of Two Continents in 2008, accompanied by limited-edition packaging and an EcoDisc. In January 2007, PG Tips introduced the Monkey character together with Johnny Vegas as Al. The character had previously appeared in advertising for ITV Digital, but the PG Tips campaign gave him a new identity and a long-term role in tea advertising. Early commercials framed Monkey's return as a reunion with Al. Subsequent advertisements parodied films and television programmes, promoted the brand's naturally occurring theanine, and introduced the Special Moments range. The campaign used recurring humour rather than technical product claims as its primary means of differentiation. PG Tips expanded its product formats over time. PG Tags, tea bags with strings, were introduced in 1985. Pyramid Bags arrived in 1996 and were designed to allow tea leaves to move more freely during infusion. The brand also offered loose tea, vending products, Special Blend, Scottish Blend, and later fruit, herbal, and green teas. Tea is imported in bulk from estates around the world and blended at Trafford Park in Greater Manchester according to a formulation historically identified as blend 777. Environmental and supply-chain issues became more prominent in the 2000s and 2010s. Unilever announced in 2007 that it would pursue sustainable tea sourcing with the Rainforest Alliance. PG Tips tea was reported as Rainforest Alliance certified from April 2012. In 2011, the brand stated that it would stop testing its teas on animals. In 2023, however, a BBC investigation reported allegations of sexual abuse affecting women working on Kenyan tea farms supplying PG Tips, creating a serious controversy concerning worker protection and corporate oversight. The Monkey campaign continued through changing brand messages, including the slogans "Live life one tea at a time," "How would you describe the taste?" and "Keep it tea." In 2017, Monkey was used in a Facebook Messenger chatbot supporting Comic Relief's Red Nose Day, with the campaign aiming to generate interactions and jokes for charity. PG Tips announced in 2024 that Monkey would retire, but the character returned in 2025 in a new campaign. The brand therefore continues to combine a traditional British tea proposition with periodic changes to packaging, brewing technology, social messaging, and entertainment-led advertising.
- 2025
Monkey returns
[1]Monkey returns to PG Tips advertising with a new voice supplied by Ivo Graham.
- 2024
Monkey is retired
[1]PG Tips announces the retirement of its Monkey advertising character.
- 2023
Quick-brew tea bag announced
[1]PG Tips announces a tea bag designed to brew a cup in about 60 seconds, replacing the pyramid format in the relevant line.
- 2017
Monkey chatbot supports Comic Relief
[1]PG Tips, Unilever, and Ubisend create a Facebook Messenger chatbot featuring Monkey for Red Nose Day.
- 2012
Rainforest Alliance certification
[1]Tea used in PG Tips is reported as Rainforest Alliance certified.
- 2007
Monkey and Al campaign begins
[1]PG Tips reunites Monkey with Johnny Vegas's Al in a new long-running advertising partnership.
- 2005
Wallace and Gromit promotion
[1]PG Tips partners with The Curse of the Were-Rabbit and distributes limited-edition Gromit mugs through product promotions.
- 2002
The T-Birds replace the chimpanzees
[1]Aardman-animated birds become the principal advertising characters after the final Tipps family commercial.
- 1996
Pyramid Bags launch
[1]PG Tips introduces tetrahedron-shaped tea bags intended to give the leaves more room to move during brewing.
- 1985
PG Tags are introduced
[1]The brand launches tea bags with strings, marketed as PG Tags.
Products and positioning
An accessible, everyday British tea brand emphasizing a recognizable full-bodied blend, convenient brewing formats, and humorous mass-market advertising.
Black tea · 1930
PG Tips Original
The core PG Tips offering is a blended black tea designed for everyday British tea consumption. Tea is sourced from estates in different producing regions, imported in bulk, and blended to a consistent profile at the Trafford Park factory. It is sold in standard tea bags, loose-leaf formats, and some vending channels.
Black tea bags · 1996
PG Tips Pyramid Bags
Introduced in 1996, the tetrahedron-shaped Pyramid Bag was designed to give the leaves more space to move while brewing. PG Tips promoted the design as functioning like a miniature teapot. The format was later discontinued in the product change associated with the 2023 quick-brew launch.
Stringed tea bags · 1985
PG Tags
PG Tags are tea bags fitted with a string to make removal from the cup easier. The format was introduced in 1985 as a convenience-oriented extension of the main tea-bag range.
Black tea · 2005
PG Tips Special Blend
Special Blend is a tea-bag-only product associated with the blend created for the brand's 75th anniversary. It offers a differentiated version of the core PG Tips proposition rather than a wholly separate beverage category.
Black tea
PG Tips Scottish Blend
Scottish Blend is marketed in Scotland as a tea developed for the region's softer water. Its positioning is based on adapting the blend for local brewing conditions while retaining the PG Tips identity.
Flavoured and specialty tea · 2011
PG Tips Special Moments
Special Moments, initially promoted under the name The New Ones, used leaves pressed at different stages to create a range of differentiated tea experiences. It formed part of PG Tips' effort to extend beyond its standard black-tea blend.
Fruit, herbal, and green tea · 2014
PG Tips fruit, herbal, and green teas
Unilever introduced fruit, herbal, and green tea products under the PG Tips name in 2014. These products broadened the brand beyond conventional black tea and addressed consumers seeking different flavours or caffeine profiles.
Black tea bag · 2023
PG Tips quick-brew tea bag
Announced in 2023, the quick-brew format was designed to produce a cup in approximately 60 seconds. The launch used a square bag and replaced the pyramid-bag design in the associated range, reflecting a focus on speed and convenience.
Controversies
2023
Allegations of sexual abuse on Kenyan tea farms
A BBC investigation reported that more than 70 women had alleged sexual abuse on Kenyan tea farms supplying PG Tips. The allegations created a supply-chain and safeguarding controversy involving the treatment of workers at supplier estates and the adequacy of oversight.
Marketing campaigns
- 2025Monkey returns
United Kingdom
Monkey returned in advertisements voiced by Ivo Graham, with Emily Atack portraying his wife Alice.
Outcome. The return restored the character to PG Tips' communications after the announced 2024 retirement.
- 2024Monkey's retirement
United Kingdom
PG Tips announced that Monkey would leave the brand's advertising after nearly two decades as its central character.
Outcome. The retirement was later reversed when Monkey returned to advertising in 2025.
- 2017Monkey for Red Nose Day
United Kingdom
A Facebook Messenger chatbot allowed users to interact with Monkey and receive a daily joke while supporting Comic Relief's Red Nose Day.
Outcome. The initiative sought to generate one million laughs and combined conversational technology with charitable fundraising.
- 2015Keep it tea
United Kingdom
A rebrand campaign used Monkey to observe absurd situations before returning to the phrase "Keep it tea."
Outcome. The campaign refreshed the long-running character platform while retaining its comic tone.
- 2015Rainbow flag message
United Kingdom
PG Tips depicted Monkey beneath a rainbow flag after the United States Supreme Court decision supporting same-sex marriage.
Outcome. The message attracted both support and criticism because some viewers regarded it as a political statement.
- 2008A Tale of Two Continents
United Kingdom
PG Tips released a short adventure-film parody starring Monkey. It was screened before selected family films and distributed on an EcoDisc in limited-edition product packs.
Outcome. The campaign extended the Monkey character into cinema and collectible packaging.
- 2007The Return
United Kingdom
The first major PG Tips commercial featuring Monkey and Al presented Monkey as returning after years away to renew his relationship with Al.
Outcome. The campaign established the Monkey-and-Al partnership that became the brand's principal advertising platform for many years.
- 2005Wallace and Gromit's The Curse of the Were-Rabbit promotion
United Kingdom
PG Tips partnered with the launch of The Curse of the Were-Rabbit and offered Gromit mugs in supermarket packs. Wallace, Gromit, and Lady Tottington also appeared in related advertising.
Outcome. Unilever reported that PG Tips sales increased substantially during the mug promotion.
- 2002The T-Birds
United Kingdom · Ireland
Aardman-created claymation birds replaced the chimpanzee characters. The group included Tom the owl, Maggie the pigeon, Pete the starling, and Holly the blue tit.
Outcome. The campaign ran through 2005 and connected PG Tips with Aardman properties, including a later Wallace and Gromit promotion.
- 1956The Tipps family
United Kingdom
PG Tips introduced dressed chimpanzees in television advertisements portraying human-style tea parties. Celebrity voices and recurring characters helped the campaign become a defining part of British tea advertising.
Outcome. The campaign helped PG Tips reach the leading position in the British tea market by 1958 and remained in use, with an interruption, until 2002.
Brand decisions
2023
Launch quick-brew tea bagProduct launchBackground
The brand sought to address consumers who wanted a faster cup of tea.
Action taken
PG Tips announced a square tea bag designed to brew in approximately 60 seconds and discontinued the pyramid format in the affected range.
Aftermath
The change shifted the product proposition from expanded leaf movement toward speed and convenience.
2014
Expand into fruit, herbal, and green teasProduct launchBackground
Tea consumers were increasingly offered alternatives to traditional black tea.
Action taken
Unilever introduced fruit, herbal, and green tea products under the PG Tips brand.
Aftermath
The expansion extended PG Tips beyond its core black-tea positioning.
2011
Stop animal testingStrategyBackground
Consumer and animal-welfare concerns affected expectations around product testing.
Action taken
PG Tips stated that it would stop testing its teas on animals.
Aftermath
The decision formed part of the brand's animal-welfare communications.
2007
Commit to sustainable tea sourcingStrategyBackground
Unilever sought to improve the environmental and social credentials of its tea supply chain.
Action taken
Unilever worked with the Rainforest Alliance, with PG Tips tea later reported as certified from 2012.
Aftermath
Sustainability certification became an important part of the brand's sourcing narrative.
1996
Introduce Pyramid BagsProduct launchBackground
Flat tea bags limited the apparent space available for leaves to move during infusion.
Action taken
PG Tips launched tetrahedron-shaped bags intended to improve leaf movement and infusion.
Aftermath
The pyramid format became a recognizable product feature for the brand until its later replacement in the quick-brew range.
1985
Launch stringed PG Tags tea bagsProduct launchBackground
Consumers were increasingly seeking convenient tea preparation formats.
Action taken
PG Tips introduced tea bags fitted with strings, branded PG Tags.
Aftermath
The launch broadened the brand's tea-bag format portfolio.
Recent events
Sources5 sources
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