Sugar Free is well known and has a strong equity when it comes to health and low-calories. Sugar Free launched a powder mix iced tea in the market under brand name D Lite but it resulted as a non mover. There were two reasons for the same. One that powder mix format had a low shelf life and hence not profitable considering the supply chain. Secondly D lite was a carbonated drinks brand which was again a non mover because the consumers were moving away from carbonated to non carbonated drinks. The big idea hence was to launch a ready to drink iced tea called Tea Lite which would appeal to the youth and fitness freaks.