Lipton Spills The Tea on New Look, Unveils A Transformative New identity And Announces New Specialty Black Tea Blends

May 21, 2025 – Hoboken, NJ — This International Tea Day, Lipton, America’s favorite tea brand is raising a cup to 135 years of tradition, innovation, and human connection. As a cherished household staple for over a century, Lipton is unveiling its most significant brand transformation in more than a decade: a global rebrand that introduces a modern visual identity, revitalized packaging, and an expanded product portfolio designed for the needs of today’s tea drinkers.

A Bold New Look for a Trusted Icon

Since its founding in 1890, Lipton has enabled tea to be accessible for everyone and is now a staple of the American pantry. Today, that mission lives on with a renewed purpose, inspired by a bold new look. The brand’s fresh identity bridges heritage and modernity while honoring its signature yellow, inspired by the sun, and its recognizable red badge. More than just a facelift, the rebrand signals a reinvigorated commitment to meeting evolving tastes, lifestyles, and healthy living goals across generations.

At the heart of this transformation is a new rallying cry: “We Choose Tea.” More than a creative platform, it’s a lifestyle statement, one that embraces mindfulness, connection, and intentional living. It repositions tea as a daily ritual that nourishes body, mind, and soul. Backed by over a century of expertise, Lipton continues to lead with a trusted portfolio of hot and iced teas that blend heritage with innovation, making every sip an opportunity to pause, connect, and reflect.

Lipton’s rebrand is not just about the look - it’s a return to the values that have always defined the brand: quality, accessibility, and connection. From solo sips to shared pots, tea has always brought people together. As Lipton steps confidently into its next chapter, it invites the world to do the same. 

Expanding Portfolio 

Lipton recently expanded its signature tea assortment to capture the morning tea occasion with the debut of two iconic blends: English Breakfast and Earl Grey. With national availability, these new flavors round out the brand’s presence in the black tea category – and this is just the beginning. This summer, Lipton will also roll out a new vibrant and delicious line of fruit & herbal teas, as well as expanding offerings of lower and zero sugar iced tea powders. The expanded portfolio is crafted to support a wide range of nutrition requirements, flavor preferences, routines, and rituals.

Now Designated Healthy: Tea’s Wellness Moment

Adding momentum to this new era, the Food and Drug Administration announced a major update in the new year to its definition of “healthy”, officially including 100% tea made from Camellia sinensis for the first time. Many of the brand’s most popular teas, such as Yellow Label Black Tea, Unsweetened Iced Tea, Cold Brew, Unflavored Green Tea, and the new English Breakfast and Earl Grey, are now officially recognized as a "healthy" part of the daily American diet. 

“Tea is becoming more than just a beverage - it’s part of a daily ritual of self-care that nurtures both body and mind,” said Racquel Harris Mason, President of LIPTON Teas and Infusions North America. “We’re proud that many of our teas now meet the FDA’s new definition of ‘healthy,’ reaffirming what we’ve always known: tea is a simple, delicious way to support overall wellness. As we continue to innovate and expand our offerings of both hot and cold teas, we’re making it easier than ever for consumers to prioritize flavor, health, and themselves, one cup of tea at a time.”

The City of Hoboken Honors LIPTON’s Return to Its Roots  

In celebration of International Tea Day, the City of Hoboken issued a proclamation recognizing the company’s return to its roots in Hoboken. Sir Thomas J. Lipton established the U.S. presence of the company on the city’s iconic waterfront in 1913. More than a century later, LIPTON has returned its U.S. headquarters to its hometown, proudly reconnecting with the city where its story first began. This homecoming marks a full-circle moment, blending its rich heritage with a renewed commitment to innovation, availability, community and connection.

Experience the new look and feel of Lipton and learn more about the expanded lineup at Lipton. 

About LIPTON Teas and Infusions

LIPTON Teas and Infusions is the world’s largest tea business, with world-class brands that are household names such as Lipton, Pukka, TAZO, T2 and PG Tips. With production sites in four continents and a presence in more than 100 countries, LIPTON Teas and Infusions’ products are enjoyed by hundreds of millions of consumers around the world each day. As an independent company since July 2022, LIPTON Teas and Infusions is united in one purpose: creating value for all with every sip, from plant to cup. 

About Lipton

Since 1890, nature has been our tea factory. Every cup of Lipton tea is grown using rain, wind and sunshine to give you our signature rich taste and aroma. What’s more, we believe that every cup of our tea should not only help brighten your day but help brighten the future of all tea farmers and their families and of course, our planet. With a commitment to sustainability and excellence, Lipton remains America’s Favorite Tea brand, delivering a variety of blends for every tea lover.

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