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Coca-Cola Launches 'Honest' Tea In Italy

After the recent launch of Fanta from Sicilian red oranges, Coca-Cola Italia has launched its first organic iced tea under the brand Honest in Italy.

The drink is available in two flavours - lemon and orange blossom, and raspberry and basil - in 330ml glass bottles.

The Brand

Launched by entrepreneur Seth Goldman in 1998, Honest was created to bring to the market a simple drink that was low in calories and not too sweet.

Within 10 years, it grew into one of the best-selling brands in the natural foods industry in the US.

The Coca-Cola Company took note of its impressive growth and took over the company in 2011.

However, the cola giant allowed Honest to operate as an independent business unit.

Sustainable Ingredients

Honest uses organic ingredients that are grown sustainably and take into account the interests of local farming communities.

During the production process, the tea leaves carefully selected and hand-picked in the Indian mountain ranges of Korakundha.

It is infused in hot water, and filtered and combined with other ingredients, such as organic fruit juices and a touch of organic cane sugar.

According to Giuliano Mantovano, marketing director of Coca-Cola Italia, the company is committed to expanding its offer of low-calorie products and limiting the amount of sugar in beverages, pointing out that Honest contains 18kcal per 100ml and 4.5 grams of sugar per 100ml.

Demand For Organic Products

The launch of Honest comes at a time when Italian consumers are showing an increased interest in organic products.

A survey conducted by Nielsen and MediaCom for Coca-Cola Italia has revealed that the consumption of organic drinks in Italy increased by 89% in the past year.

In general, 8.5 million Italians prefer and consume organic products (+3%), of which 73% are women between the age group of 25 and 54.

The organic sector is one of the most dynamic segments of the consumer market, with turnover growing by 12.7% year-on-year.

© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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