Business
Celestial Seasonings Tea Announces New Products, Packaging and Advertising Campaign
Innovations in Green and Black Tea Business to Build on 74% Incremental Growth; Expansion in TeaWell Product Line Includes Proprietary Blends That Promote
About this update from The Hain Celestial Group, Inc.
[{"type":"text","content":"Innovations in Green and Black Tea Business to Build on 74% Incremental Growth; Expansion in TeaWell Product Line Includes Proprietary Blends That Promote Energy, Better Sleep and Gut Health\n\n\nBOULDER, Colo., Jan. 28, 2021 /PRNewswire/ -- Celestial Seasonings, the specialty tea brand and subsidiary of Hain Celestial Group (Nasdaq: HAIN), today announced several new innovations including expanded product lines, updated packaging and a fresh advertising campaign. These new initiatives are expanding the category by driving coffee drinkers to choose Celestial Seasonings tea, and driving market share growth on the brand. \n\n \n \n \n \n \n \n\n \nConsumers are responding to new innovations such as an Energy Tea, which contains as much caffeine as a cup of coffee.\"COVID-19 has created long-term behavioral changes that will outlast the pandemic, and tea consumption is a big one,\" said Mark L. Schiller, president and chief executive officer of Hain Celestial Group. \"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.\"\nConsumers are responding positively to new innovations such as an Energy Tea, which contains as much caffeine as a cup of coffee (95 mg). The company's innovations have been highly incremental to the brand and category with 74% of green and black tea sales from consumers new to those segments and 18% of sales from trade-ups from lower-priced products. New product launches have boasted repeat rates that are 200% higher than similar, competitive launches.1 \nExpansion of TeaWell Product Line\nIn October 2019, Celestial Seasonings launched TeaWell, a line of organic wellness teas that couples daily health benefits with delicious flavor. The company recently introduced four industry leading TeaWell blends, including 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). These new teas with benefits 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.\n\"Bey...