UK-based soft drinks manufacturer Britvic is launching Lipton Ice Tea in a new packaging format of 1.25l.

The format has been introduced in response to consumer feedback and trials, with Britvic research revealing that purchase intent is 50% higher compared to the previous 1.5l format.

The new format will be promoted within the cold hot drinks sub-category with in-store promotions to encourage new shoppers to trial the brand, according to fdin.org.uk.

Britvic seed and accelerate brands head Liz Graham said Lipton Ice Tea, which is worth £9.67m, with the launch of the new format will help grow the cold hot drinks category even further.

"The brand has grown over the past three years and we know around the world Lipton Ice Tea is mostly enjoyed as a large family drink at home. Now the consumer base here has been built, the 1.25ml size meets the need for this at-home occasion," Graham said.

Two of Lipton Ice Tea's more popular ice tea variants, lemon and peach, will be sold in the new 1.25l size, which will be available at a MRRP of £1.49.