Ekaterra Rebrands as 'Lipton Teas and Infusions'

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Ekaterra Tea CEO Nathalie Roos announced in January that the tea company would rebrand as Lipton Teas and Infusions in 2023.

“Infusion is not a product description; it’s our mindset, it’s our modus operandi,” writes Roos in a public statement on LinkedIn. “Success comes through people collaborating and lifting each other up in the service of common goals. We know the power of blends, and we honor the role of diversity of thinking and ideas in building excellence.”

She said the rebranding would strengthen the company’s position and affirm its approach as a sustainable, environmentally friendly, consumer-centric organization.

Ekaterra, a division divested by Unilever in 2021, was acquired by CVC Capital for $5 billion in July 2022. The rebranded firm owns a portfolio of 32 brands. It markets tea, and herbal infusions in more than 100 countries. Annual turnover in 2021 was $2.15 billion (€2 billion). The company, headquartered in Rotterdam, employs 15,000 at 11 processing and packaging factories and tea gardens in three countries. 

In February 2023, the company announced it would partner with Vietnam-based DKSH Consumer Goods to provide a full range of services to support the business across marketing, sales, logistics, and distribution services to support the entire product portfolio of Lipton Teas and Infusions.

The Lipton Teas and Infusions brand mix includes legacy Lipton Yellow Label, the world’s top-selling brand, and PG Tips, along with regional brands that include JOKO, Lyons, Brooke Bond Red Label, and Bushell’s in Australia.

During the past decade, Unilever acquired several non-traditional tea companies, including Pukka Herbs, Seattle-based Tazo, and Australia's T2 retail chain, a B-Corp certified benefit company.  The portfolio excludes Pepsi Lipton ready-to-drink products and Unilever holdings in India, Nepal, Kenya, and Indonesia.

Lipton was founded by Scottish grocery retailer Sir Thomas Lipton in 1890 and acquired by Unilever in several separate transactions between 1938 and 1972. The name change will take effect after the company completes its separation from Unilever, which is expected in 2023.