Honest Tea Launches New Tea Line-Up with Brighter Tastes and Labels

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Honest Tea is launching a new line as they make the leap from health food stores into the mass market with an entirely revamped package design, via Moxie TM, Inc., New York.

In addition, white has the most impact on shelf within this category while communicating freshness and simplicity, whereas too much color says 'artificial' rather than 'organic', and a sliding bar graphic serves as a visual icon helping consumers understand how much EGCG is in each variety

Coming off of its tenth anniversary, Honest Tea launched a field marketing blitz this month by unveiling a new line-up of teas in PET plastic bottles with a fresh new look hitting the streets across the country, including the brand's top two markets of New York and Los Angeles.

The new lineup--which includes Citrus Green Energy Tea, Honey Green Tea, Lemon Black Tea, Peach White Tea, and Pomegranate White Tea with Açaí-- is USDA Certified Organic and each variety has less sugar and calories than most of the bottled teas on the market. Additionally, the level of Epigallocatechin Gallate (known as EGCG), the key antioxidant found in tea, takes a prominent position on the front of label to better communicate Honest Tea's superior antioxidant benefits. Unlike the new labels, the previous labels did not draw attention to the high levels of EGCG in Honest Tea's drinks.

Both green teas, Citrus Green Energy Tea and Honey Green Tea, have 250 mg of EGCG per bottle. And both white teas, Pomegranate White Tea and Peach White Tea, each have 150 mg of EGCG per bottle, significantly higher than most other brands.

To communicate the health and taste benefits to a wider audience, Honest Tea turned to Moxie TM, Inc., a New York-based brand design and development firm. "Because we wanted to distinguish the brand from the sea of color that appears in this category, we started with a clean white canvas," explained Tammy Vaserstein, Creative, Principal, Moxie TM. "In addition, white has the most impact on shelf within this category while communicating freshness and simplicity, whereas too much color says 'artificial' rather than 'organic', and a sliding bar graphic serves as a visual icon helping consumers understand how much EGCG is in each variety," she added.

According to Moxie TM, the brand's existing equities were identified as the black border around the label incorporating the Honest Tea brandmark and the signature 'T.' "The black border creates an anchor across all of Honest Tea's product lines and we used the white area within the black frame as a clean palette where we could tell their story in a modern and fresh way," said Vaserstein. Clean and simple typography matches the brand's promise, and luscious fruit illustrations within each 'T' add to the fresh, organic appeal while standing out against the white background.

"After 70 percent growth in 2007, it's time to take Honest Tea to a wider audience and this new tea line is the perfect package to do it," said Seth Goldman, president and TeaEO of Honest Tea.

As the nation's first and leading maker of organic ready-to-drink tea, Honest Tea has continuously developed varieties that introduce many new consumers to the world of better tasting beverages that are "just a tad sweet." The new lineup includes both fresh introductions and revised formulations. All of the teas remain at or below 40 calories per serving and 85 calories per 16.9 oz. bottle.

Of special interest, Citrus Green Energy Tea gives new meaning to the term "green" tea. It earns its name not only because of its naturally invigorating combination of green tea, yerba mate, oranges, and lemons, but also because Honest Tea buys renewable energy credits that help offset all the energy consumed along the production chain. Unlike other energy drinks, this newest member of the PET line is not loaded with extra caffeine, making it both good for the consumer and the environment.

About Honest Tea
Honest Tea is the nation's best-selling and fastest-growing organic bottled tea company with a mission to make great-tasting, truly healthy organic beverages sweetened with less sugar and calories than most bottled drinks. The tea is sold in tens of thousands of outlets throughout the country and the company has been repeatedly ranked in Inc. magazine's annual list of the 500 Fastest Growing Companies in the United States. Honest Tea's product line includes Honest Tea ready-to-drink teas, Honest Ade thirst quenchers in plastic bottles, and Honest Kids pouch drinks. All varieties are certified organic. For more information, visit http://www.honesttea.com.

About Moxie TM, Inc.
Moxie TM, Inc. is an international brand design and development firm with offices in New York and Miami. For more information, visit http://www.moxietm.com.

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