ATLANTA Nestea is getting a makeover, producer Coca-Cola said Friday. The beverage maker said that it plans to add new flavors and revamp the Nestea brand’s packaging to beat competition in the U.S. tea market.
New Nestea bottles will land in stores this month with bold labels and a slimmer design. Coke said the design change was geared to make the tea stand out from soft drinks. New Nestea flavors, Green Tea Citrus and Diet Green Tea Citrus, are being rolled out with 50 percent more antioxidants than the Nestea green tea currently on the market.
Senior vice president and general manager of coffee and tea for Coca-Cola North, Penny McIntyre, said, “You could sum it up to say we changed pretty well everything that we could to make sure we had the strongest proposition for consumers.”
The take-home sales totals for tea rose 20.5 percent in the U.S. in 2007, reported Beverage Digest newsletter recently. According to the report, Nestea ranked fourth, following competitors Arizona Tea, Lipton and Snapple. Nestea held 8.5 percent of the market.
The new Nestea marketing campaign will get under way during the next few months, Coke said. To promote the new flavors and packaging, Coke will distribute more than 1 million free samples of Nestea.