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Writer: exchange4media News Service - Saturday, Apr 10,2004 8:11 AM

Amalgamations group co to market instant `Iced tea'

Wellington Enterprises has tied-up with United Nilgiri Tea Estates Co Ltd (UNiTEA) of the Amalgamations group for marketing its ready-to-drink restorative beverage — Iced tea. The product is being formally launched on April 14.

It is learnt that the Southern Railways is to be the launch pad.

UNiTEA sources said that the company proposed to introduce the `lemon flavour' of the formulation initially. The company is planning to supply about 30,000-50,000 bottles (each containing 200 ml) of this drink for distribution.

Depending on the offtake, it is planning to enhance the supply in a phased manner, besides introducing the powdered mix and other flavours.

The city-based company has, in the meantime, started to sell its range of value-added teas - green, black and white tea through its branch network.

Company sources confirmed that they were looking for a suitable location to open a tea boutique very soon.

The company is said to be negotiating with major retail supermarkets in the city for promoting its product range. Company officials are confident that this non-carbonated, cost-effective ready-to-drink beverage, free from pesticide residue and with its anti-oxidant properties would be widely accepted in the market.

"It could supplement, if not substitute the soft drinks that are presently available in the market," the source said.

Stating that the tea could be served either hot or cold, the company official said that the research and development wing had developed the black tea in three flavours - lemon, peach and orange, and the green tea in mango and pineapple flavours.

Having established a niche for these products on the export front, the company has decided to introduce the same in the domestic market as well.

Apart from the black and green tea in the iced tea category, the product range from the UNiTEA stable includes herbal tea (cleared by the Health Department), aroma teas (cleared for sale by the Tea Board), the Iced and ready-to-drink teas (with PFA clearance).

The ready-to-drink hot beverage is also available in plain, cardamom, chocolate and masala flavours.

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