Plantation Minister gets new Zesta pack

Friday, 11 March 2011 01:27 - - {{hitsCtrl.values.hits}}

The inaugural pack of the newly re-launched popular tea brand, Zesta, by Watawala Marketing Ltd., a subsidiary of Watawala Plantations, was presented to Minister of Plantation Industries Mahinda Samarasinghe.

The Minister, who had just arrived in the island following his visit to Geneva, was pleased to note the commitment of Watawala Plantation to offer a deserving quality cup of BOPF Pure Ceylon Tea to all Sri Lankans.

Custodian of ‘the art of tea,’ Zesta has become a trusted household name over the years, having received recognition for its consistent taste, aroma and colour.

“Today marks a new era in the history of Zesta with the re-launch of the Zesta improved pack to keep up with the times of change,” said Vish Govindasamy, expressing his thoughts on the significance of Zesta’s re-launch.

Since its inception over a decade ago, Watawala Plantations has always been committed to offer a good quality BOPF Pure Ceylon Tea to the Sri Lankan market, and thus, the improvements made on the packaging will be significant in repositioning the brand and strengthening its presence across the country.

He further explained that in spite of these changes, Zesta would continue to offer the best Pure Ceylon BOPF Tea at the same price.

Further elaborating on the objectives of this endeavour, Visal Wickramarathne, Chief Executive Officer stated: “Zesta was at first limited to a niche market. However, today, changes have taken place, the economy is growing and we believe we can expand our target audience. To do that, we have to reposition the brand in the consumers’ mind. The basic objective of the re-launch is to reach more households. It is not going to be a niche product anymore, restricted to a smaller segment.”

The improved pack retains the significant elements that are associated with Zesta, including its signature strips. However, these have been enhanced with the new addition of gold, while the company logo is also placed prominently.

Additionally, in order to make the packaging more attractive, a human element has been introduced, while the new design also depicts the freshness of the cup of tea.

Following the official re-launch of Zesta, the new improved pack was introduced to the general trade and supermarkets around Colombo on the same day by the company’s sales force. By the end of the month the new Zesta pack will be made available in all outlets nationwide for all consumers to experience.