Honest Tea Launches First 0 Calorie Tea Sweetened with Organic Stevia

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Moxie TM Dials Up Pink for First Flavor in the New Line from Honest Tea

Honest Tea®, the nation's top-selling organic bottled tea company, just launched Passion Fruit Green Tea with Maqui Berry, the first ready-to-drink organic bottled tea naturally sweetened with organic stevia. The bright and fresh packaging was designed by Honest Tea’s long time branding partner, Moxie TM, Inc.

As part of the new variety’s launch, Honest Tea is partnering with Susan G. Komen for the Cure®. Bottles are outfitted with limited edition Komen for the Cure pink labels and caps and Honest Tea is donating $100,000 this year to Komen to help in the fight against breast cancer. Like all of Honest Tea’s green teas, Passion Fruit Green Tea is brewed with organic tea leaves and is loaded with the cancer-fighting antioxidant EGCG, epigallocatechin gallate.

Moxie TM designed the packaging for the original Honest Tea PET line as well as the recently introduced Kombucha line of beverages. For the packaging on the new zero calorie drink, Moxie TM adapted the brand’s strong graphic assets and lightened them up to convey the no-calorie message. The centerpiece of the design is the “T” logo, which was used to provide a window for the fresh ingredients in the bottle. The logo is nestled next to the vibrant photography of the Maqui berry. The label also features a pink cap and the pink ribbon to signify breast cancer awareness.

“The large ‘T’, showing real and ‘honest’ fruit, is part of the strong graphic language that is Honest Tea,” said Moxie TM creative, principal, Tammy Vaserstein.

Passion Fruit Green Tea with Maqui Berry is a delicious blend of USDA-certified organic green tea that combines sweet and tart notes of passion fruit with maqui berry, the South American superfruit. It is the first zero calorie tea naturally sweetened with organic stevia extract, a leafy plant native to South America that is sweeter than sugar, but does not contain any calories, to join Honest Tea’s PET line of innovative teas and thirst quenchers.

Another challenge the designers faced was to call out the calorie-free message to consumers while still communicating that this is an organic product. The words “0 calorie” appear in a color band next to the ‘T’ that corresponds to the flavor – which helps call attention to the zero calorie benefit and to the flavor. Color bands at the bottom of the label and a silver band on top further help differentiate the product from traditional Honest Teas, which have black bands on the bottom and top of each bottle.

“This drink took longer than usual to develop. We’ve been working with stevia leaves for years," said Seth Goldman, president and TeaEO, Honest Tea. “First it wasn’t allowed as an ingredient in beverages, and then once it gained FDA approval, it was hard to formulate a drink that met our goals for taste and function. But after a lot of hard work, we’ve surprised ourselves with how delicious it tastes. The packaging reflects our message perfectly.”

Honest Tea introduced the new line at the Fancy Food Show on June 28. Passion Fruit Green Tea with Maqui Berry will be available at a suggested retail price of $1.79 at a variety of retail stores in New England and the Mid-Atlantic starting in July 2010 and in expanded distribution to the west and east coasts in September. The drink has 0 grams of sugar and 0 calories per 8 fl. oz. serving.

About Honest Tea®
Honest Tea® is the nation's top-selling organic bottled tea company with a mission to make great-tasting, truly healthy organic beverages sweetened with less sugar and fewer calories than most bottled beverages. Honest Tea's product lines include: Honest Tea ready-to-drink bottled teas in glass and PET #1 bottles, Honest Ade organic thirst quenchers and Honest Kids drink pouches. In the past year the company launched Honest Mate, bottled yerba mate drinks, and Honest Kombucha, a line of fermented tea drinks. All varieties are USDA-certified organic and most teas are Fair Trade Certified™. Since Honest Tea was founded in Bethesda, Maryland in 1998, the company has sustained an annual compound growth rate of more than 60%. Honest Tea has been continuously recognized for its impressive growth and mission-driven business practices. In addition to being named one of The Better World Shopping Guide's "Ten Best Companies on the Planet based on their overall social and environmental record," Honest Tea recently received Greenopia.com's coveted 4-Leaf Rating as "the greenest beverage company" for the second year in a row.

For more information, visit Honest Tea online at 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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