ITO EN Extends Traditional Japanese Tea Line

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New York, NY (March 2009) – ITO EN (North America), INC., the world’s leading purveyor of green tea products and beverages, and makers of Oi Ocha, Japan’s number one selling bottled
green tea, today announced three new Traditional Japanese Teas at the Natural Products Expo West: Oi Ocha (oh-ee oh-cha) Dark, Jasmine Green and Golden Oolong. Following the success of Oi Ocha in the U.S. marketplace, the new line extension will feature Japanese packaged labels to reflect the traditional Japanese taste of unsweetened and calorie-free infusions.

The ITO EN Traditional Japanese Tea line appeals to consumers who seek a genuine product with no added flavors, concentrates, colors or tea powders. Brewed with premium quality tea leaves and bottled with ITO EN’s patented brewing process, the teas maintain its optimal taste profile.

Oi Ocha Dark Green Tea: for the serious green tea drinker, Oi Ocha Dark Green Tea offers a more robust flavor while retaining the authentic characteristics of Oi Ocha. Oi Ocha Dark is higher in natural catechin tea antioxidants, containing a minimum of 400mg per bottle with 130 percent RDA of Vitamin C per serving.

Jasmine Green Tea: traditionally brewed and infused with Jasmine flowers that have been picked in the evening when the flowers are most fragrant, Jasmine Green Tea is delicate, and has a nuanced flavor with an emphasis placed on jasmine’s aroma.

Golden Oolong Tea: a blend of two flowery, fragrant and famous oolong teas – Golden Cinnamon and Iron Goddess. The two teas are separately steeped to reduce astringency, satisfying even the most particular Japanese palate. Golden Oolong is semi-oxidized, making it unique from green and black teas. Chinese and Japanese traditions hold that oolong tea may prevent weight gain and help promote fat burning.

The original Oi Ocha and extended line of ITO EN Traditional Japanese Tea products are available in 16.9fl oz bottles and retail at $1.99. Available at natural and mainstream markets nationwide. For more information on the entire line of ITO EN products, please visit www.itoen.com.

About ITO EN (North America)
ITO EN (North America), a subsidiary of ITO EN, LTD., is the nation’s leading purveyor of green tea products and beverages. The company is an innovator in the beverage industry, marketing award winning Japanese tea lines in the U.S., including: TEAS’ TEA, the Traditional Japanese Tea, Natural Fruit, and ITO EN Shots. With a New York City flagship store (voted Best Tea Shop by the Zagat Survey of New York City Gourmet Market Places) and four-star authentic Japanese restaurants (KAI & Donguri), ITO EN is uniquely positioned as a pioneer in the tea industry. For more information, please visit www.ItoEn.com.