Lipton unveiled 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.

Since its founding in 1890, Lipton has enabled tea to be accessible for everyone and now is 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, the company says. More than just a facelift, the rebrand signals a reinvigorated commitment to meeting evolving tastes, lifestyles, and healthy living goals across generations, it adds.

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 more than 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, the company says.

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. 

This summer, Lipton also will roll out a new line of fruit and 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.

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, now are 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, in a statement. “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.”