US — Celestial Seasonings, the specialty tea brand and subsidiary of Hain Celestial Group has introduced a number of new tea products in an effort to make tea more appealing to a wider range of US beverage consumers.
Most of the new products introduced by Celeastian Seasonings fall under the TeaWell line which is comprised of organic wellness teas that couples daily health benefits with delicious flavor.
The teas include; Mood Tonic, Sleep (the first tea with melatonin sold in the U.S.), Laxative and Gut Health (featuring a blend of prebiotics, probiotics and fiber).
Celestial Seasonings says that these new teas complement the Daily Wellness Core TeaWell blends, which offer a multi-benefit blend of traditionally used herbs and botanicals to help support immune health, digestion, and mental vitality.
In response to demographic shifts and changes in consumer behavior, Hain Celestial has also introduced optimally sized and priced packaging which comes with five tea bags instead of the typical 20-pack unit.
Celestial says that the smaller packages are better suited for the two-thirds of U.S. households that are three people or less and provide a lower cost-barrier for consumers to try new flavors.
The US speciality company is further topping up the new products and trendy packages with a new ad campaign dubbed “Taste the World of Celestial Seasonings”.
“Today, we’re building on Celestial Seasonings’ rich heritage by introducing new innovations to address market shifts and reach new consumers. We’re proud to introduce our time-tested teas to those looking to lead healthier lives, establish rituals, and find more sources of comfort at home,” said Mark L. Schiller, president and chief executive officer of Hain Celestial Group.
The ad according to the company illustrates the feel-good benefits of drinking tea in the morning, during the day and before bed.
Consumers are responding positively to Celestial Seasonings’ innovations such as an Energy Tea, which contains as much caffeine as a cup of coffee (95 mg).
The company’s innovations have been critical to the company’s growth with 74% of green and black tea sales having been recorded from consumers new to those segments and 18% of sales from trade-ups from lower-priced products.
New product launches have also boasted repeat rates that are 200% higher than similar, competitive launches.
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