Video: Purity Organic Eyes Super-Premium Launch For New Tea Line

With branding and design akin to that of the company’s “Superjuices,” Purity Organic has introduced a new five-SKU line of super-premium teas, including matcha, mate and guayusa varieties. The products debuted at the 2016 Winter Fancy Food Show, held last week in San Francisco, and expand upon Purity’s range of juice, coconut water and tea offerings.

Packaged in 14 oz. glass bottles, the line is comprised of three matcha-based beverages, a guayusa, pomegranate and peach drink, and a mate, grapefruit and ginger blend. The shelf-stable products contain 40 to 100 calories per bottle, depending on variety.

In an interview with BevNET, Purity Organic president Dave Minnick explained that the genesis of the teas sprung from New York beverage wholesaler Big Geyser, which distributes the company’s juices in the region. Big Geyser saw an opportunity for Purity to use matcha, a finely ground green tea powder trending in beverages, for a new line of products. While matcha is lauded for its functional benefits, Minnick said the teas were formulated with the intention of satisfying mainstream palates. It’s a big reason why Minnick sees potential for the super-premium teas to fit into a broad range of distributor portfolios.

“Tea has been growing,” Minnick said. “We don’t do much in tea. We’re traditionally fruit-based beverages. And we have a number of distributors who don’t have a tea, or if they do, it’s kind of a standard peach tea or raspberry tea. And they’re excited to have something more premium, more on-trend.”

Watch this interview, filmed on location at the Winter Fancy Food Show, to hear more from Minnick about Purity’s super-premium teas and why he views the line as approachable for mainstream consumers, particularly as it relates to the products’ lower-calorie formulation. Minnick also discusses Purity’s relationship with Panera Bread, which carries the brand’s Strawberry Paradise throughout its chain, and the company’s marketing plans for 2016.