How a digestive aid became Britain's most iconic tea through chimpanzees and claymation

Countries & Cities · Published 15 October 2026 · Updated 25 October 2026 Swipe more like this →

In short: Originally marketed as a pre-meal digestive aid called Pre-Gestee, this tea brand transformed into a household staple. By leveraging clever advertising, from anthropomorphic chimpanzees to claymation birds and a puppet monkey, the company climbed to the top of the British market, forever changing how tea is sold and perceived.

Launched in the 1930s by Brooke Bond, the brand was initially named Pre-Gestee, implying it could assist with digestion before meals. Following post-Second World War labeling regulations that restricted such health claims, the name was shortened to PG. The addition of Tips highlighted the company's focus on using only the top two leaves and the bud of the tea plant. Today, the tea is blended at a factory in Trafford Park, Greater Manchester, where tasters combine between 12 and 35 different estate teas to maintain consistency.

The brand's rise to dominance was fueled by unconventional marketing. In 1956, it introduced the Tipps family, a group of chimpanzees from Twycross Zoo dressed in human clothing. This campaign was incredibly effective, propelling the brand from the fourth position to the lead in the British tea market by 1958. Despite animal rights complaints leading to a temporary pause in the 1970s, the chimps remained a fixture until 2002. They were later replaced by Aardman-animated birds and eventually a puppet monkey, who became a central figure in the brand's identity for decades.

Innovation in product design has also defined the brand. In 1996, the company introduced pyramid-shaped tea bags, designed to mimic the movement of loose leaves in a teapot for better infusion. While these were discontinued in 2023 in favor of faster-brewing square bags, the brand has consistently experimented with formats, including loose tea, vending options, and specialized ranges. Beyond marketing, the company has faced significant scrutiny, including a 2023 investigation into abuse on its Kenyan supply farms and a 2011 commitment to cease animal testing, reflecting the complex challenges of a global tea enterprise.

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