Nestle overhauls Nestea tea brand

by Eric Schroeder
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Nestle Nestea
Nestle's Nestea overhaul initiative includes new reformulations and the launch of a premium product line.

STAMFORD, CONN.Nestle Waters North America Inc., a division of Nestle USA, is revamping its Nestea tea brand. The initiative, which includes new reformulations and a premium product line, is geared toward enhancing Nestea’s position in the rapidly expanding $4.5 billion ready-to-drink tea category.

Following extensive consumer research, Nestle found consumers want an authentic tea experience – without sacrificing taste.

“With a 70-year heritage and 84% consumer awareness, Nestea is among the most well-known beverages in the drink case today,” said Cassin Chaisson, tea marketing director for Nestle Waters North America. “Yet, that is not enough. As consumers increasingly embrace simplicity and great taste in their beverages, we are committed to providing the finest ready-to-drink tea options on the market.”

Ms. Chaisson said the consumer is at the heart of the new Nestea.

Nestle new Nestea
Nestle is launching new fruit-flavored teas and real-brewed products.

“The thousands we surveyed helped draw the reinvention blueprint for our new look, new bottles, the reformulation of our fruit flavored line and the introduction of our real brewed range,” she said.

The new Nestea fruit-flavored teas contain no high-fructose corn syrup and have no artificial colors or flavors and no bioengineered ingredients. The teas are made with real sugar and stevia extract.

Meanwhile, Nestea’s new range of real-brewed teas is made with up to five ingredients (water, sugar, tea, rooibos and citric acid). Nestle said the company is sourcing its tea leaves for the real-brewed product line from Nilgiri, India, a region known for producing high-quality tea. To showcase the product, the new Nestea will have a contemporized, transparent bottle with a wider mouth and easier grippability.

The new fruit-flavored Nestea product line comes in 6-packs and 23-oz single bottles in three flavors: lemon, peach and raspberry.

The new Nestea real-brewed product line includes: Unsweetened black tea, slightly sweet black tea, slightly sweet black tea and rooibos, and slightly sweet organic green tea. 
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