ATLANTA, NESTEA announced that it will introduce in June its newest ready-to-drink iced tea product in the United States – NESTEA ICET. An exciting new addition to the NESTEA family, NESTEA ICET delivers a cooling sensation that instantly refreshes from the inside out.
NESTEA ICE has already excited consumers in the Asia-Pacific region, leading to double digit volume growth in the first six months after launch. It is formulated for youthful, active consumers looking for variety as well as great 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 ICET 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 that complements a dynamic lifestyle.”
The innovative chilling sensation cools your mouth with every sip as NESTEA ICET refreshes your entire body. Available in two flavors, Lime Iced Tea and Lemon Green Tea, NESTEA ICET will be offered initially in 20 fl. oz. single bottles and will be available in the Northeast and Southeast regions.
In addition to creating NESTEA ICET, the brand also has announced plans for Diet NESTEA, a new calorie-free tea. Formerly named Diet NESTEA COOL, the tea has been reformulated and rebranded as simply Diet NESTEA in response to the tremendous growth of the diet segment as well as the increased awareness of the health benefits of tea. Diet NESTEA combines a calorie-free ready-to-drink tea with a great taste enhanced by SPLENDA® Brand Sweetener.
“We have reinvigorated the brand with a new look and new formulation that responds to the active, healthy lifestyles of today’s consumers. The SPLENDA® Brand Sweetener system helps create a balanced, refreshing beverage that tastes great and is calorie-free,” said Stella.
Diet NESTEA will be available nationwide in May in multiple packaging options to meet the variety of customer and marketplace dynamics.
The company will support NESTEA ICET in 2005 with a fully integrated marketing program. The launch campaign includes television and radio advertising, an interactive campaign focused on www.nesteaice.com, point-of-purchase displays, public relations and consumer sampling. Diet NESTEA will be supported with consumer sampling, couponing and public relations.
The Nestea line of ready-to-drink iced teas include Lemon Iced Tea, Peach FrrreezerT, Raspbrrry CoolerT, Diet Lemon and Lemonade Tea. NESTEA ICET iced teas are available in 12-ounce cans, 20-ounce PET, 1-liter, 2-liter, 12- and 24-packs.
Nestea is a brand of BPW (Beverage Partners Worldwide), a joint venture between The Coca-Cola Company and Nestlé. BPW is a global business unit with cross-functional teams located in Atlanta, Ga., Zurich, Switzerland and Bangkok, Thailand. The Americas business unit markets NESTEA ICET iced tea, and Nestea hot-fill iced tea.
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