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Honest Tea expands brewed iced teas range with new varieties

DBR Staff Writer Published 02 December 2014

Honest Tea’s line of 16.9 fl. oz. real brewed iced teas has been updated with new varieties, a new bottle, and label graphics while providing organic and Fair Trade Certified teas.

America's top-selling organic bottled tea is unifying its 16.9 fl. oz. line of beverages by converting its Honest Ade juice-based drinks into new herbal tea varieties. The brand's premium differentiators of "Just A Tad Sweet" and "organic" are being reinforced through new label graphics and a proprietary embossed plastic bottle. The refreshed line of beverages, including three new herbal teas - Pomegranate Blue Flavored Herbal Tea, Orange Mango Flavored Herbal Tea, and Cranberry Lemon Flavored Herbal Tea - will be on shelves mid-January 2015.

"It's always a grueling process when we create a new look for our brand, but we're thrilled with the results," said co-founder & TeaEO Seth Goldman. "We've offered herbal teas in our glass-bottled tea line for a number of years and have watched them grow in popularity. By infusing the Honest Ade line with organic hibiscus and lemon peel, we were able to make the beverages taste even better and more effectively communicate a tea identity for our entire line of 16.9 fl. oz. beverages."

Honest Tea's new organic, caffeine free herbal teas have 100 calories per bottle and are available in the following varieties:

* Pomegranate Blue Flavored Herbal Tea: A refreshing mix of pomegranate, grape and blueberry flavors infused with Fair Trade Certified organic hibiscus.
* Orange Mango Flavored Herbal Tea: A delicious combination of grape, orange, lemon and mango flavors with notes of orange peel and lemon balm.
* Cranberry Lemon Flavored Herbal Tea (available in select stores): The fresh-squeezed flavor of lemon with a kick of cranberry and a touch of hibiscus and lemon peel.

Peach Tea has also been refreshed to have a juicier peach taste and a darker, heartier black tea base at 100 calories per bottle.

The labels were designed to stand out on store shelves and help consumers better discern each variety, all while continuing to feature the brand's iconic "T" frame. Changes include color banding and bright ingredient imagery, showcasing the flavor profile and communicating each variety in a clearer, more distinct way. The plastic bottle is taller, more slender, and has the phrase "Refreshingly Honest since 1998" on the bottom.

The new beverages and bottles will start appearing on store shelves beginning January 2015 and range from $1.49-1.79.

Source: Company Press Release