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However, the ASA has disqualified that the pyramid tea bag – invented in 1997 by Brooke Bond, the again ancestor aggregation of PG Tips – did in actuality accept ‘better brewing efficiency’.

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It stated: “We advised consumers would adapt the beheld affirmation to be a representation of a simple customer agreement and would not adapt it as a representation of a abundant accurate test.

“We advised consumers would adapt the affirmation to beggarly that, in general, a pyramid tea bag was added able at brewing tea than a annular tea bag.

“Unilever provided analysis after-effects which showed that the beverage of tea, at 40 abnormal and two account into brewing, was greater back application a pyramid tea bag than back application a annular tea bag.

“We accordingly assured that the ad did not amplify the adequacy and achievement of the advertised artefact and was not misleading.”

The ASA added: “We advised consumers would adapt the affirmation ‘the tea has added allowance to move absolution the abundant beginning taste’ to beggarly that the appearance of the tea bag would acquiesce added tea, and accordingly taste, to be released.

“Unilever provided accordant modelling and abstracts to authenticate that the tea in the pyramid tea bag would accept added allowance to move, and, as mentioned (above) Unilever had provided affirmation to authenticate that the pyramid tea bag had a greater brewing ability than the annular tea bag.”

The ASA connected by saying: “We accepted that several brands of tea accoutrements on the bazaar were annular in shape.

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“While a ample allocation of annular tea accoutrements were endemic by Tetley, we advised that consumers would not anon analyze a annular tea bag as actuality a Tetley tea bag.

“Because we advised that the allegory was not fabricated with an identifiable competitor, we assured that the ad did not asperse Tetley.”

The PG Tips advert featured Johnny Vegas and a boob monkey sitting at a kitchen table.

The actor said in the advert: “Monkey, you apperceive how you consistently say, ‘There’s no added tea to exhausted PG’ … What if you’re lying?

“Like back you said there was an affronted owl in the biscuit cupboard?”

The monkey again makes two cups of tea in bottle mugs – one with a pyramid bag and one with a annular bag.

A close-up attempt again shows how the pyramid bag starts colouring the hot water, starting the brewing action far quicker than the annular tea bag.

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The monkey again states: “PG Tips uses pyramid bags, so if we analysis one adjoin a approved tea bag you’ll see the tea has got added allowance to move, absolution the abundant beginning aftertaste for a absolute cuppa.”

Bosses at Tetley, which was the aboriginal to barrage annular tea accoutrements in 1989, said the beheld affirmation was ‘misleading and abstract the adequacy and performance’ of the PG Tips pyramid tea bag.

It additionally said the affirmation that “the tea has added allowance to move absolution the abundant beginning taste” was ambiguous and could not be embodied as they believed it adumbrated that “by advantage of its shape, the tea bag would aftermath a bigger tasting product”.

It additionally said the allegory with a annular tea bag ‘denigrated Tata’s cast Tetley’ as it believed they were an ‘identifiable competitor’ and the ad ‘portrayed the cast in a abrogating light’.

Chiefs at Unilever UK Ltd, which makes PG Tips afterwards demography over Brooke Bond in 1984, said it had activated pyramid and annular tea accoutrements in the class and begin that pyramid tea accoutrements had a bigger ‘infusion speed’ than annular tea bags.

It said the advert abandoned showed ‘the aberration a pyramid tea bag could make’ and that this was ‘of absorption to the consumer’.

PG Tips administration said the best way to ‘infuse’ tea was to use apart tea, but that it capital to acquisition out the aberration in the ‘brewing efficiency’ of the two types of tea bags.

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The tea architect produced lab after-effects assuming the ‘infusion rates’ of the pyramid and annular tea accoutrements afterwards brewing for 40 abnormal and for two minutes, which it said customer analysis had apparent was the two ‘top brewing times’ for the majority of Brits.

It said the after-effects from a analysis in July 2013 showed the pyramid PG Tips tea bag had ‘significantly greater brewing efficiency’ than the annular Tetley tea bag – substantiating the affirmation that pyramid tea accoutrements ‘freed the abundant taste’.

PG Tips administration additionally said the class after-effects showed that the pyramid tea accoutrements had ’99 per cent added allowance to move about the cup’.

It additionally said that it did not accredit to rivals Tetley in the advert and that the ad was not authoritative a ‘direct comparison’ with Tetley, which it said ‘also has a pyramid-shape ambit of tea bags’.

According to research, 30.8 per cent of the tea accoutrements awash in the UK are round, of which Tetley makes up bisected of all sales (for annular tea bags).

Brits alcohol about 165m cups of tea a day and the amount of the tea bazaar in the UK abandoned is account about £500m a year.

Tata Global Beverages beatific its own affirmation to the ASA which it claimed ‘demonstrated that there was no aberration amid the brewing ability of a pyramid and annular tea bag’.

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However, the ASA disqualified adjoin their complaint.

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