PG Tips has revealed Craig Revel Horwood as its Head of Taste.
Craig Revel Horwood
The popular tea company has unveiled the 'Strictly Come Dancing' judge - known for his sharp tongue and critical style - as part of its effort to bring taste back to decaf.
As part of the new campaign, Craig has given it his nod of approval - even awarding an elusive 10 - to The Tasty Decaf, and he certainly seems to be a fan.
He said: ''I thought all Decaf teas tasted D - U - DOUBLE L, DULL and I knew I had to intervene. The PG tips Tasty Decaf is a revelation.
''It tastes AH-MA-ZING, and you know I don't say that often! My darlings you all need to try it.
''Oh and if you're into milking almonds, PG tips Perfect with Dairy-Free is FAB-U-LOUS darlings, it tastes just like a normal cuppa.''
The Tasty Decaf and Perfect with Dairy Free are both available in all major supermarkets at a recommended retail price of £2.60.
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