Rooibee Red Tea Unveils Updated Brand Identity

LOUISVILLE, Ky. — Rooibee Red Tea, maker of the only bottled USDA-certified organic rooibos red tea on the market, has unveiled a newly updated brand identity in conjunction with its increased distribution and overall brand growth. The new look has been applied to new labels on the tea’s bottles, as well as on the brand’s website, which also underwent a makeover as part of the updating. Rooibee Red Tea is formally debuting the new identity at the 2013 Natural Products Expo West trade show in Anaheim, Calif., March 8-10, in the company’s second year exhibiting at the show.

“We are really excited about this new look for us and look forward to sharing it with friends both new and old at Expo West,” said Heather Howell, Rooibee Red Tea Chief Tea Officer. “A lot has happened for our brand in our last two years and having an updated identity really helps to show how far we’ve grown.”

The new ID represents a look that is both bolder and more accessible to consumers. It will be carried across Rooibee Red Tea’s packaging and all digital elements including the website and social media channels. The new labeling on Rooibee Red Tea’s bottles will be available in all 50 states; the company recently increased its distribution so that it is now more widely accessible to consumers in each state.

Rooibee Red Tea is the only bottled organic red tea made from the South African rooibos bush. Tea made from rooibos has been enjoyed in South Africa for generations and has recently gained popularity in other parts of the world because of its health benefits and inherently sweet character. Rooibee Red Tea, coming in five great varieties including an unsweetened version, is certified USDA organic, high in antioxidants, naturally caffeine free, gluten free and low in calories.

To further spread the word about all that Rooibee Red Tea has to offer, the company has hired Mike Fulkerson as its National Sales Director. Fulkerson comes to the company with eight years experience in the natural channel retail industry and is well versed in navigating the retail purchasing landscape, including sales, operations and distribution. Beginning his natural channel career with Wild Oats Market, Fulkerson was most recently with Earth Fare Supermarkets where he worked as their Grocery Category Manager, achieving consistent growth for a diverse array of grocery categories.

“Mike’s unique perspective and experience in the natural retail industry is invaluable to Rooibee Red Tea,” said Howell. “His addition to the team, along with our new look makes this a very exciting time for us.”

The new labels on Rooibee Red Tea’s current glass bottles are being produced now and are set to begin appearing on store shelves in April. Anyone interested in learning more and in sampling the teas may also visit Rooibee Red Tea at National Products Expo West (booth #1291).

About Rooibee Red Tea

Founded in Louisville, Ky., in 2009, Rooibee Red Tea offers the only USDA-certified organic, naturally caffeine-free ready-to-drink red tea made from rooibos on the market. Now a certified Women’s Business Enterprise National Council (WBENC) company, Rooibee Red Tea believes in creating great tasting, healthy drinks that the whole family can enjoy, and that provide wellbeing for the body, soul and planet. Rooibee Red Tea is available in five varieties and can be found nationwide in Kroger stores, as well as Whole Foods and other grocery chains and independent retailers.