Clipper revamps drinks range

by Amy Golding, marketingmagazine.co.uk 02-Nov-09

LONDON - Fairtrade and organic hot beverages brand Clipper has overhauled its hot chocolate and coffee products to develop a more mainstream image.

The company, which rebranded its range of everyday teas earlier this year, said the tea sector has been hit by aggressive price-promotion activity, making it a crucial time to strengthen its brand. The activity ties in with Clipper's 25th anniversary.

Clipper is also rolling out a range of branded products, such as a tea caddy, to increase consumer loyalty.

It is also about to embark on a major digital push, through digital agency Pancentric, for its green tea range.