STAMFORD, Conn. -- Nestle Waters North America will take on the arduous task this month of trying to lift its Nestea iced tea from a popular brand to premium with the launch of a completely reformulated and repackaged line of drinks.
Nestle Waters will roll out the reformulated drink, first unveiled during the NACS Show in October, in seven styles and flavors this month.
The reinvention is aimed at enhancing the position of Nestea in the rapidly expanding, $4.5 billion ready-to-drink-tea category, according to the company.
Here's a look at the reformulated product and rollout ...
The new Nestea includes new reformulations and a premium product line, the first major overhaul of the tea brand’s visual identity, packaging and product line in many years, according to the company. The goal of the reformulation is to "embody the simplicity and delicious-tasting refreshment" that consumers demand, Nestle Waters said.
Executives with Nestea listened to thousands of consumers at every stage of development to understand what they are looking for in the beverage aisle. "The findings were clear: Consumers demand an authentic tea experience—without sacrificing taste—and the new Nestea delivers with a reformulated, fruit-flavor range and four new, premium real-brewed teas,” the company said.
“With a 70-year heritage and 84% consumer awareness, Nestea is among the most well-known beverages in the drink case today. Yet that is not enough,” said Cassin Chaisson, tea marketing director for Nestle Waters North America. “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.”
Above: An old Nestea package (left) and a new Nestea bottle
The new Nestea fruit-flavored teas contain no high-fructose corn syrup and have no artificial colors or flavors or GMO ingredients. They are made with real sugar and stevia extract.
Nestea’s new range of brewed teas is made with up to five ingredients (water, sugar, tea, rooibos and citric acid). New Nestea sources its tea leaves from Nilgiri, India, a region known for producing high-quality tea, the company said.
To showcase the product, the new Nestea comes in a contemporary, transparent, easy-to-grip bottle with a wider mouth, the company said.
The new fruit-flavored Nestea product line comes in six-packs and 23-ounce single-serve bottles in these flavors:
The new Nestea brewed line includes:
- Unsweetened Black Tea
- Slightly Sweet Black Tea
- Slightly Sweet Black Tea & Rooibos
- Slightly Sweet Organic Green Tea