Nestlé’s new iced tea targets the lower end of market

To Press Releases listFeb 21, 2010

Nestlé EAR (Equatorial African Region) today announces the launch of a newly positioned 
ready-to-drink iced tea, Nestea in Kenya. The new brand of sweetened tea in lemon and 
tropical flavours will be available initially in 250-ml sachets, retailing at Ksh. 20.


The head of Nestle Equatorial Africa, Pierre Trouilhat explained, “Popularly Positioned 
Product  is one of Nestle‟s key growth strategies which provides relevant and good quality 
nutritious food and beverages to lower income consumers in emerging markets and 
Nestea falls under this category.”

“We are excited to introduce our ready-to-drink Nestea Iced Tea into Kenya.  We believe 
that Nestea is a unique beverage that will certainly appeal to mothers who are seeking 
refreshment and healthy benefits from their drink options.” said Mr. Trouilhat. 

The move to launch Nestea is in response to consumers' increasing demand for healthy 
refreshment options, which Nestea now offers in its new citrus and tropical varieties. 

“The health benefits of Nestea Iced Tea are enormous. Our new brand of iced tea, Nestea 
is rich in vitamins C which boosts immunity systems in children, reduces risk of cancer, 
and helps to address the problem of malnutrition, which is a common risk factor for 
disease, especially among the low income groups.” he explained. 

Nestlé‟s popularly positioned product strategy is based on a low-cost business model that 
relies on local sourcing, local manufacture, and local distribution. Nestea will be made 
from locally sourced ingredients including Kenyan tea and sugar, giving support to the 
Kenya economy.

Press Release“By introducing Nestea into this market Nestlé will help deliver a balanced nutritional diet 
for consumers and at the same time greatly contribute to the Kenyan economy,” Trouilhat 
said. 

Nestlé ‟s PPP business offers a „safe haven‟ of recognized quality and safety for 
consumers who may find themselves forced to trade down in tough economic times like 
this by offering a significantly low price without sacrificing taste of nutrition.
About Nestea

Nestea is a brand of iced tea manufactured and distributed by the Nestle. It provides a 
variety of "tea products", in regular and diet forms, including liquid and powdered tea 
concentrates, refrigeratable teas, and ready-to-drink bottles dispensed by vendor or 
vending machines. The beverage comes in several flavors, depending in different 
countries.

About Nestlé EAR

Nestle EAR is a wholly owned subsidiary of Nestle S.A. in Vevey, Switzerland — the 
world’s largest nutrition, health and wellness company — with sales of US$105 billion. 
Nestle EAR was set up in April 2008 and oversees the Nestle operations in 20 countries: 
Kenya, Angola, Burundi, Comoros, DRC, Djibouti, Eritrea, Ethiopia, Madagascar, 
Mauritius, Mozambique, Malawi, RC, Rwanda, Seychelles, Somalia, Tanzania, Uganda, 
Zambia, and Zimbabwe.