Gearing up for its new brand identity, Nestea aims to be key player in ‘evolution of tea’

By Mary Ellen Shoup

- Last updated on GMT

Outside of providing health benefits, tea consumers are looking for products that deliver on easy consumption and "drinkability," the director at Nestlé Waters North America said.
Outside of providing health benefits, tea consumers are looking for products that deliver on easy consumption and "drinkability," the director at Nestlé Waters North America said.

Related tags Black tea

Nestea is in the midst of a major brand overhaul, which will be officially launched in 2017. 

This is the first rebranding initiative from Nestea in decades, tea director at Nestlé Waters North America, Cassin Chaisson, told BeverageDaily.

“The old Nestea was not delivering on the evolution of tea,” ​Chaisson said.  

Nestea new logo

“Consumers are looking for something that gives them great drinkability and immediate refreshment in that moment,”​ she said.

“It’s not just the product in the bottle, it’s that experience of drinking tea.”

Accommodating consumer interest divide

According to Chaisson, Nestea interviewed thousands of consumers in order to identify what needs Nestea could better meet in the tea category.

The overarching needs voiced by consumers through this research included easy consumption and drinkability. However, there was a divide in terms of flavor preference.

“There are consumers really interested in fruit flavors and consumers looking for real tea taste​,” Chaisson said. “We’ve completely rebuilt Nestea to deliver on that.”

To meet those two flavor demands, Nestea will be launching two new product lines next year: a fruit-flavored line and a new “real brewed line.”

The Nestea fruit-flavored line comes in three flavors (lemon, peach, raspberry) sweetened with sugar and stevia with a suggested retail price of $1.49 per bottle. The real brew line is available in four flavors including an unsweetened and slightly sweet black tea, a slightly sweet black tea and rooibos, and a slightly sweet USDA certified organic green tea for a suggested retail price of $1.79.

Both lines will be available in six-packs.

The company sources all of its tea from the Nilgiri (“Blue-Mountain”​) region in India. The bottle design will be made from PET and feature a wide-mouth opening for added drinkability.

Leveraging brand history and awareness

The benefit of Nestea’s brand relaunch is its 70-year history and 84% brand awareness among consumers, Chaisson said.

In order to communicate the new face of Nestea, the company is targeting the millennial generation.

According to Mintel research, millennials are more likely to pay more for premium and single-source tea compared to other age groups.

“Millennials are really critical to the future growth in the category,”​ Chaisson said.

“With this new proposition we will be targeting the new millennial consumer.”

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Product Development

Posted by Dimentionaldame,

Millennial's prefer the energy drink unless nestle is adding caffeine I doubt this market would be able to compete with the Snapple's and the Pure Leafs of the world who already own this space. I'm not sure the point of difference will be there unless Nestea has a secret weapon.

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Posted by mohan kuruvilla,

Packaging would play a vital role in the revranding exercise and am afraid if the millenium consumer and Pet bottle are the right combination especially if the role of packaging is to promote the benefits of drinkability

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