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Company : Hindustan Unilever Limited 
Thursday, September 21, 2000 11:30AM IST (6:00AM GMT)
For the first time ‘Extra Swaad’ Dumdaar Chai Mein
New Delhi, Delhi, India

To cater to changing consumer preferences and taste, Hindustan Lever Limited today relaunched its premier tea brand Brooke Bond Red Label. A favourite of millions Red Label now has Assam Super Tasters – special, natural Assam long leaves that burst open in boiling water to give extra taste and flavour to tea.

HLL undertook a massive consumer research across the country to study consumer preferences before introducing the new blend. Consumers across India want their cup to be stimulating, yet enjoy the authentic tea taste and tea flavour. Most CTC teas in the mid price segment today give the strength, but not quite the preferred tea taste and tea flavour. With this consumer insight, new Red Label has been created with Assam Super Tasters to give enhanced Assam tea taste and flavour without diluting strength of teas. New Red Label has tested significantly superior to competing tea brands on overall satisfaction and tea taste and flavour attributes.

Red Label is positioned as offering the taste that draws family and friends together for enjoyable moments. The relaunch packaging and communication brings alive this proposition while making the brand more contemporary. The new taller and sleek carton, which showcases a close knit, modern family enjoying a cup of Red Label Tea is extremely distinctive and has tested overwhelmingly with consumers. The new advertising campaign highlights the value addition brought about by New Red Label.

Besides TV, Press and Outdoor, a massive sampling plan across the country to induce trials amongst users of loose tea and other competing packet tea brands is also planned.

The beverages business of HLL has embarked upon a strategy to upgrade consumers with value added and differentiated offerings. The relaunch of Red Label with Assam Super Tasters represents a key step in the series of initiatives planned.

Media Contact Details
Pushpa Nair, pushpa@business2media.com, +91-11-3326022
Pushpa Nair, pushpa@business2media.com, +91-11-3326022
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