Atlanta, GA (Vocus) April 19, 2010
Teavana® introduces a NEW Imperial Grade Matcha Green Tea.
Traditionally used in the Japanese tea ceremony, Teavana’s new top-quality green tea powder is hand-made from the same young tea leaves reserved for Gyokuro, which are deeply shaded for richness and tenderness. Teavana’s new Imperial Grade Matcha is 3 grades higher than the previous style which provides a sweeter, smoother & more delicate flavor along with brighter, fresher green color and increased health benefits.
Since the 12th Century, Matcha tea has been celebrated in the traditional Japanese tea ceremony known as Chado, or ‘Way of Tea’. Matcha is extremely high in vitamins (A, B-complex, C), antioxidants, and is a natural source of dietary fiber. Using ancient techniques, green tea leaves are carefully shaded with straw mats 30 days prior to picking. The shading allows the tea leaves to become richer in chlorophyll and amino acids. Once dried flat and gently broken, the leaves are known as Tencha. The Tencha leaves are then ground by hand into fine bright green Matcha tea powder. The laborious process of grinding Matcha to a fine talc consistency yields 30 to 40 grams per hour.
When consuming Matcha the whole leaf is imbibed, which makes it not only rich in vitamins C & A, beta-carotenes, potassium, iron, but also dietary fiber. The high levels of polyphenols, catechins & EGCG (Epigallocatechin Gallate) act as powerful antioxidants, cancer-fighters and immunity boosters. Matcha is known to reduce stress, increase energy and improve mental alertness. Research has shown Matcha to increase metabolic rate, decrease harmful cholesterol levels, stabilize blood sugar levels, and inhibit the aging process.
Teavana’s Matcha is USDA Certified Organic and UO Kosher Certified. Harvested in Nishio, Aichi Prefecture, Japan the fine tea is sold in 2 weights, packaged in a custom sealed tea tins: net weight 40g / 1.4oz retails for $19.95, net weight 80g / 2.8oz retails for $34.95
Atlanta-based Teavana first opened in 1997 with the name meaning ‘Heaven of Tea’. The mall-based stores are part retail shop and part tea emporium with over 100 different selections of loose-leaf tea from all over the world. The company donates 1 percent of profits from tea to CARE ® (http://www.care.org), which goes to improve the lives of those who live in tea-producing areas of the world through education, access to safe water and greater economic opportunities. Teavana currently has over 100 store locations in North America.