ITO EN Launches TEAS’ TEA Naturally Sweet Line at Natural Products Expo West 2009

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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, today debuts TEAS’ TEA® Naturally Sweet, an all-new, naturally flavored tea line intended to appeal to consumers looking to switch from sweetened to unsweetened tea. With only 8 grams of natural cane sugar and 40 calories per serving, ITO EN will showcase TEAS’ TEA Naturally Sweet in three varieties at Expo West 2009 in Anaheim,
California.

•)TEAS’ TEA Blueberry Green – Fresh brewed green tea infused with the natural flavors of blueberries, creates a refreshingly healthy beverage with the winning combination of antioxidant rich ingredients.

•)TEAS’ TEA Citrus Black – Brewed with earl grey tea leaves and infused with bergamot, an orange-like Mediterranean citrus, this blend of aromatic essence and zesty infusion creates a delicious flavor.

•)TEAS’ TEA Mango Oolong – Naturally brewed with semi-oxidized tea leaves – Oolong Tea – and the exotic natural flavors of Mango, this unique blend creates a smooth and fragrant finish.

“We realize that there are many consumers who are interested in switching from highly sweetened bottled tea to a less sweetened, all natural alternative,” says Rona Tison, senior vice president of corporate relations for ITO EN. “Our popular unsweetened TEAS’ TEA posed too much of a hurdle for an immediate changeover for many of these consumers. So in response we now offer a TEAS’ TEA that has only eight grams of natural cane sugar per serving which will help gradually ease and transition their palate.”

Visitors to ITO EN’s booth # 3474 will learn how all TEAS’ TEA are brewed naturally using premium loose tea leaves and purified water. They are low in calories and carbohydrates, and contain no artificial flavors, colors, powders, or concentrates. Meant to revitalize and renew, TEAS’ TEA is high in natural catechin tea antioxidants.

TEAS’ TEA Naturally Sweet retails for $1.99 and can be found at mass merchandise stores, grocery stores and specialty natural food retailers nationwide; including Whole Foods, Super Target, Bashas’ Supermarket, Wegman’s, and other local outlets. TEAS’ TEA can also be purchased through ITO EN’s online store at www.itoen.com.

For more information on the entire line of ITO EN products, please visit the website.

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.