Nestlé has underaken a major brand overhaul for the Nestea ice tea brand, aiming to evolve the brand to be more on trend by touting fewer ingredients and a “clean” nutritional label.
The Swiss food conglomerate on Tuesday announced it has fully remade the Nestea brand. That means the new Nestea will come with new recipes, a new logo, and a new bottle to help Nestlé tackle the $4.5 billion ready-to-drink tea category. Nestlé says the remake is the largest overhaul in Nestea’s 70-year history. The new Nestea bottles will start to hit retail shelves nationwide this month.
“The brand has never gone through the total evolution that it is going through today,” Karen Ress, vice president and general manager of Nestlé Waters North America’s tea unit, told Fortune. “We revolutionized every aspect of the brand.”
