Following falling sales of fizzy drinks in the UK, Coca-Cola Enterprises is moving into the iced tea category with the launch of Nestea Iced Tea.
CCE said the move was in response to increasing consumer demand for adult, non-carbonated drinks.
Figures published in this issue of The Grocer show that the take-home value of colas and flavoured carbonated drinks dropped 3.7% and 3.2% respectively in 2004 [TNS Superpanel 52 w/e January 30,
2005]. Two Nestea flavours will be launched, Lemon and Red Fruits, available in 500ml and 1.5-litre bottles. Nestea, a joint venture between Nestlé SA and The Coca-Cola Company, is already sold in Europe, the US, Asia and parts of Latin America. Listings so far in the UK include Asda, Sainsbury and Somerfield.
Norman Brodie, marketing director at CCE, said: “We have developed a distinctive proposition for Nestea, based on our understanding of British consumers, and we believe that this will enable us to stand out.”
A sampling programme to support the launch aims to reach one million consumers.
CCE said the move was in response to increasing consumer demand for adult, non-carbonated drinks.
Figures published in this issue of The Grocer show that the take-home value of colas and flavoured carbonated drinks dropped 3.7% and 3.2% respectively in 2004 [TNS Superpanel 52 w/e January 30,
2005]. Two Nestea flavours will be launched, Lemon and Red Fruits, available in 500ml and 1.5-litre bottles. Nestea, a joint venture between Nestlé SA and The Coca-Cola Company, is already sold in Europe, the US, Asia and parts of Latin America. Listings so far in the UK include Asda, Sainsbury and Somerfield.
Norman Brodie, marketing director at CCE, said: “We have developed a distinctive proposition for Nestea, based on our understanding of British consumers, and we believe that this will enable us to stand out.”
A sampling programme to support the launch aims to reach one million consumers.
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