20 Feb 2017 US: Nestlé Waters launches authentic iced teas amid Nestea overhaul

Nestlé Waters in the US has launched a new range of real-brewed iced tea, as it embarks on a complete overhaul of its Nestea brand.

The new tea includes unsweetened black tea, slightly sweet black tea, slightly sweet black tea with rooibos [ (: ], and slightly sweet organic green tea.

The authentically-brewed teas utilise a unique hot-fill process that ensures a real-brewed taste without the need for artificial flavours, colours or sweeteners.

Nestea’s range of fruit-flavoured iced teas have also undergone a transformation, with a new visual identity and packaging that highlights the simplicity and refreshment that, according to brand owner Nestlé, modern consumers are demanding.

The flavoured line includes lemon, peach and raspberry variants, available in six-packs and 23oz (680ml) bottles.

Nestlé hopes that the upgrade for the brand will allow it to increase its capitalisation on the $4.5-billion ready-to-drink tea category.

Nestlé Waters North America tea marketing director Cassin Chaisson said: “With a 70-year heritage and 84% consumer awareness, Nestea is among the most well-known beverages in the drink case today.

“But that is not enough. 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.”

The new range is the result of consumer testing, conducted among thousands of participants.

“The consumer is at the heart of the new Nestea,” Chaisson continued. “The thousands we surveyed helped draw the reinvention blueprint for our new look, new bottles, the reformulation of our fruit-flavoured line and the introduction of our real-brewed range.”

The brand will have been keen to strengthen its iced tea offering, with Starbucks debuting the line of bottled iced teas as part of its Teavana brand that it partnered with Anheuser-Busch to produce.

Source: Food-Bev.com