NEW YORK, July 29, 2015 /PRNewswire/ -- ITO EN
(North America) INC. the
world's premier green tea company and makers of the award-winning
bottled green tea TEAS' TEA, has launched the very first
seasonal LIMITED EDITION- TEAS' TEA SHINCHA, Japan's First Harvest green tea available only
for a precious few months. Partnering with Whole Foods Markets, the
new bottled Shincha meaning "New Tea" is highly anticipated each
year in Japan for its fresh and
lively taste. Much like the arrival of France's Beaujolais Nouveau wine and craft
brewers young summer ales, the first-picked Shincha tea leaves are
celebrated for its fresh balance of subtle sweetness and smooth
umami character. With only limited amounts available each year,
Shincha is highly sought after by tea enthusiasts.
Launching in the stores in August, the Non-GMO verified
unsweetened LIMITED EDITION TEAS' TEA SHINCHA are
authentically brewed from the tender leaves picked from the fresh
young buds and bottled to preserve the young green tea's essence.
The young tea leaves contain naturally higher concentrations of
nutrients and vibrant flavors, the result of wintertime dormancy.
Fresh Shincha leaves are distinct from latter-harvested green teas,
with a sweetness attributed to a higher content of the amino acid,
L-theanine known for its "calming" effect and lower caffeine
content. The rich and vividly green tea leaves are not only
fragrant and fresh in taste, but higher in Vitamin C and catechin
antioxidants than regular green tea.
"We are excited to partner with Whole Foods to introduce our
ready-to-drink, TEAS' TEA SHINCHA in the US market for the
first time as a seasonal, limited edition offering," says
Adam Hertel, V.P. of Grocery &
Natural Sales of ITO EN (North
America) INC. "Shincha, is an early-adopter product that
resonates with the Whole Foods shopper who is looking for
third-wave tea innovation."
With more Americans appreciating the flavor nuances of green tea
and seeking new tea experiences, the new bottled Shincha will offer
an authentic Japanese experience that has been celebrated for
centuries. TEAS' TEA, named after the Japanese expression "Ocha No
Naka No Ocha," simply means "The Tea of ALL Teas!" Known as Only
the Purest Tea, for its thoughtful sourcing and meticulous brewing
methods, TEAS' TEA SHINCHA captures the integrity and pure
tea taste of the treasured 2015 First Harvest.
TEAS' TEA SHINCHA is packaged in a 16.9 fl. oz.
recyclable BPA Free PETE bottle with a suggested retail of
$1.99. Available in Whole Foods
nationwide, select specialty markets and teastea.com.
About ITO EN:
ITO EN (North America) INC., a
subsidiary of ITO EN (Japan) LTD.,
is an innovative beverage industry leader dedicated to creating
authentic products that embody the company's five principles of
Natural, Safe, Healthy, Well-designed and Delicious. ITO EN is
specifically known as a global leader in green tea with
award-winning brands, including TEAS' TEA, Oi Ocha, ITO EN Shots,
Matcha LOVE®, artisanal loose leaf teas and Jay Street Coffee®. For more
information, please visit www.itoen.com.
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SOURCE ITO EN