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Nestea is completely making over its ready-to-drink (RTD) iced tea product line with four new products, including improved flavors, the introduction of green teas and the return of the classic Nestea brand. The flavorful update starts with new Nestea lemon and diet lemon formulas, which out-performed the former Nestea Cool varieties in consumer taste tests.
Nestea is also responding to consumer demand and research by introducing a green tea line featuring peach and diet peach flavors. Independent industry research shows green tea beverages accounted for more than 80 percent of the growth in the RTD category during the past year.
"Tea drinkers will really enjoy the new Nestea products and the flavored green teas will certainly appeal to active adults who seek refreshment and healthy benefits in their beverage selection," said Abigail Berens, Nestea brand manager. "The green tea used to make Nestea Green iced teas has antioxidant properties, which are associated with good health."
In addition to improved flavors, the brand will now be offered in 12-packs of .5L PET bottles, as well as 20-ounce PET bottles, 12-ounce cans, 12/12-ounce Fridge-Pack cans and 2-liter bottles. Nestea products are sold in convenience stores, supermarkets and other retail outlets.
"We are going back to the basics with the Nestea brand," said Berens. "Fifty years of brand equity and consumer trust -- together with new flavors -- will make Nestea an even stronger contender in the competitive iced tea category."
Nestea will be supported in 2006 with a fully integrated marketing program that includes print, radio and out-of-home advertising, point-of-purchase displays, Web/interactive communications, public relations and consumer sampling programs. The brand will partner with Minute Maid shelf-stable juices and juice drinks in a joint summer promotion program.
The Nestea makeover begins an exciting summer for the Coca-Cola North America tea portfolio. The group said it plans other major brand announcements later this summer. Nestea is a brand of Beverage Partners Worldwide (BPW), a joint venture between The Coca-Cola Company and Nestle based in Atlanta.