Celestial Seasonings Introduces Five New Teas

Jul 17, 2002

Celestial Seasonings unveiled five new caffeinated black teas. “Black Teas of the World” include Devonshire English Breakfast, Victorian Earl Grey, Tuscany Orange Spice, Golden Honey Darjeeling and Bali Black Raspberry.

In Celestial Seasonings’ tradition, packaging is colorfully illustrated with “images of treasures and sights from the far off lands that inspired the new all-natural blends.” All five of the new black teas are available nationwide. Each box contains 20 tea bags and retails for approximately $2.99 (MSRT).

Moderator Comment: Will gourmet/specialty teas transform
the category in a similar fashion to the coffee category experience?

According to the Sage Group International’s “U.S. Tea
is ‘Hot’ Report,” tea sales grew 8.5 percent last year. Current sales estimates
have the category generating more than five billion dollars in annual sales.

Sales growth has been greatly affected by numerous report
and scientific studies touting tea’s health benefits. Sales of green tea have
been the most obvious beneficiary of the good press. In fact, the Sage Group
report predicts that green tea sales will exceed black by the year 2008.

Brian Keating publisher of the report says, “Tea represents
more than a commodity beverage; it is an affordable way to relax and revitalize
while learning about other cultures. Millions of American households will shift
to tea as their preferred daily beverage choice during the next three years.”
Anderson – Moderator

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