Brand Makeover Includes New Look and Green Tea Flavors
ATLANTA (May 6, 2008) – NESTEA® announced today the restage of its ready-to-drink (RTD) iced tea product line, with new graphics, sleek straight-wall bottles and the introduction of Green Tea Citrus and Diet Green Tea Citrus products with 50 percent more antioxidants than before. The new Green Tea products and packaging are now available nationwide.
Independent research shows that the RTD tea category continues to grow, up 24 percent in retail dollars in 2007(1). Green tea sales grew more than twice as fast, providing two-thirds of 2007 RTD tea category growth(2). These factors, along with consumers’ increased awareness of the health benefits of tea, created the platform for NESTEA® to reformulate its Green Tea Citrus and Diet Green Tea Citrus flavors. Both products now contain 50 percent more antioxidants, with 96 milligrams of flavonoid antioxidants per eight ounces.
In addition, NESTEA® is launching a brand new look this month. New packaging features fresh, dynamic graphics that call attention to the antioxidant content and all-natural fruit flavors. “With over 50 years of brand equity and consumer trust, our products blend the natural goodness of tea with natural fruit flavors to offer consumers a refreshing experience to immediately revitalize their day,” said Penny McIntyre, Senior Vice President and General Manager of Coffee and Tea for Coca-Cola North America. “We have reinvigorated the brand with a new look and new green tea formulations – with superior taste and more antioxidants to appeal to consumers seeking a delicious green tea.”
(1) AC Nielsen 2007
(2) AC Nielsen 2007
NESTEA® is available nationwide in multiple packaging options to meet a variety of customer and marketplace needs. Green Tea Citrus and Diet Green Tea Citrus will be packaged in distinctive straight-wall 20-ounce and half-liter PET bottles, as will NESTEA’s Iced Tea with Lemon and Diet Iced Tea with Lemon flavors. Iced Tea with Lemon also comes in aluminum cans
and 2-liter PET bottles. NESTEA products are sold in supermarkets, convenience retail, drugstores and other retail stores.
NESTEA® will be supported in 2008 with a fully integrated marketing program that includes national print advertising, digital media, point-of-purchase displays, public relations and consumer sampling programs.
About NESTEA
NESTEA® is a Nestlé brand, licensed by The Coca-Cola Company. Coca-Cola North America markets NESTEA® ready-to-drink iced tea in the U.S. To download product photos or for more information, please visit: http://www.newproducts.coca-cola.com
Source: The Coca-Cola Company