Nestea launches new ready-to-drink tea, reformulated diet tea
May 19, 2005
by FoodBusinessNews.net Staff
ATLANTA — Nestea in June will introduce Nestea Ice to parts of the United States, the company announced Wednesday. Nestea Ice is the company’s newest ready-to-drink iced tea and delivers a cooling sensation, the company said.
Nestea Ice already is sold in the Asia-Pacific region and experienced double digit volume growth in the first six months after launch. It is formulated for youthful, active consumers looking for variety as well as taste and refreshment.
"Consumers have reacted favorably to intense cooling flavors in other product categories, and we feel confident that this great new drink will bring new consumers into the tea category here in the U.S.," said Geoff Stella, Nestea brand manager. "Nestea Ice is the brand's first new product innovation in several years, and we expect it to appeal to new users who are seeking a revitalizing tea."
Available in two flavors, Lime Iced Tea and Lemon Green Tea, Nestea Ice will be offered initially in 20 oz. single bottles and will be available in the Northeast and Southeast regions.
In addition to creating Nestea Ice, the brand also has announced plans for Diet Nestea, a new calorie-free tea that uses Splenda sweetener. Formerly named Diet Nestea Cool, the tea has been reformulated and rebranded as simply Diet Nestea in response to growth in the diet segment as well as the increased awareness of the health benefits of tea.
Diet Nestea will be available nationwide in May in multiple packaging options,
The company will support Nestea Ice in 2005 with a fully integrated marketing program, including television and radio advertising, an interactive campaign, point-of-purchase displays, public relations and consumer sampling. Diet Nestea will be supported with consumer sampling, couponing and public relations.