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Article | May 31, 2002
Nestea's new look
Nestle replaces canister with shaped HDPE plastic with dosing cap.
Some packages are so intriguing they can’t help but be noticed. That’s the case with the decidedly bulbous container Nestlé USA now uses for its Nestea iced tea mix. The high-density polyethylene container (above center) looks like a pitcher though without a handle.
“The new canister completely replaces composite canisters” notes Yasmeen Muqtasid division and brand affairs associate manager. “The canister allows us to provide functional benefits to the consumer such as a dosing cap. The new look also benefits retailers by delivering eye-catching on-shelf impact.”
The new pack first started shipping in February. The blow-molded HDPE container is supplied by Liquid Container/Plaxicon (West Chicago IL). It’s topped with a bright orange injection-molded polypropylene AccuSeal closure from Phoenix Closures (Naperville IL). Supplied in 90-mm and 108-mm sizes each closure has recesses around its perimeter that assist in opening and reclosing. These also serve an aesthetic purpose: mimicking the look of the tea leaves on the label.
The colorful full-body shrink-sleeve label includes instructions for making a pitcher of tea. Copy instructs the consumer to pour the mix into the cap which includes a measurement line to make 1 qt then empty the mix into a pitcher of cold water.
The company considered further packaging details proprietary. Muqtasid did say that “changing the packaging for consumers was key in the strategy of the design. Consumers love it [because] it’s bright and attractive.”
The newly packaged iced tea mixes are sold in four sizes and two flavors: Tea with Lemon in 22.5-oz 45.1-oz 63.2-oz and 81.2-oz sizes and Lemonade Tea in the two smaller sizes. Products are sold nationwide at supermarkets and mass merchandise outlets in prices ranging from $3.28 to $5.79. —JB
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