Beverage Partners Worldwide (BPW), a joint venture between The Coca-Cola Company and Nestlé is to refocus its activities on tea-based drinks. BPW thinks a focus on black tea beverages will accelerate growth and bolster the market presence of the joint venture. The green tea-based functional drink Enviga, which was recently launched in the USA and is scheduled for rollout in Europe in 2007, will also be marketed through the existing joint venture.
The agreement means The Coca-Cola Company and Nestlé will independently develop, produce and market ready-to-drink coffee and non-black tea based beverages. Both companies recognise the significant potential of these growth markets and will expand their offerings in the categories by expanding their product ranges.
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