Nestle Waters North America Enters Liquid Enhancer Category

Nestle Waters North America (NWNA) is leaping into the rapidly expanding liquid enhancer category with the launch of Nestea Liquid Water Enhancers.

The new product will launch exclusively at Target and is packaged in squeezable, 1.76 oz. containers, each with 26 servings per bottle. Initially released in three flavors — Iced Tea with Lemon, Iced Tea with Peach and Half & Half Iced Tea — NWNA will release a Green Tea Citrus in November at other locations including convenience and grocery stores.

The concentrated liquid is made with real tea leaves and has natural flavors and zero calories, according to NWNA. The product will be marketed next to bottled water brands such as Nestle Pure Life, Poland Spring, Arrowhead and Ozarka.

“We’re thrilled to bring to market a product that makes delicious tea enjoyment just a glass or bottle of water away,” Sara Hilliard, senior marketing manager for Nestea, said in the release. “Nestea Liquid Water Enhancers allow iced tea fans a way to get the refreshment they crave through this convenient, fun-to-use product.”

Nestea Liquid Water Enhancers represents the latest release from a spate of squeezable water enhancer launches. MiO, which launched in March 2011, is on pace to surpass $200 million in sales, according to The Wall Street Journal. MiO’s success was quickly followed with the launches of Dasani Drops, Ecosentials LLC’s Vitamin Squeeze Water Enhancers and Crystal Light Liquid, to name a few.