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Reworked Nestea with ‘infused formula’ will hit Italy in 2015

By Ben Bouckley+

06-Jun-2014
Last updated the 06-Jun-2014 at 16:50 GMT

Reworked Nestea with ‘infused formula’ will hit Italy in 2015

Coca-Cola Hellenic will release a reformulated version of Nestea RTD tea in Italy in 2015 as it seeks to grow the appeal of a global product by tailoring it to the nation’s tastebuds.

Following an analyst meeting with the company in Verona this week, Shore Capital analyst Phil Carroll revealed in a note that CCH plans to launch an infused formula with Lemon and Peach flavors in 2015.

Carroll also revealed that CCH is trying to grow share in waters via its Lilia brand – waters are hugely competitive in Italy with 300+ brands, with Nestle the market leader.

“While it would appear the company is stepping-up its marketing effort around Lilia, focusing on its simple and honest proposition alongside its green credentials from a packaging perspective, it would see acquisitions are also very much on the agenda, according to management,” Carroll writes.