According to the Tea Association of the USA’s 2022 Tea Industry Report, herbal tea consumption in the U.S. has grown at a steady rate, with more than 159 million Americans drinking tea each year. The report highlights that herbal teas, which often include adaptogenic and wellness-promoting herbs, are increasingly popular. Given this growing demand for new wellness solutions, Amu Nutrition is incorporating the expertise of industry veterans to differentiate themselves in this highly competitive industry and guide them through their growth.
Amu Nutrition’s new Agency of Record, Christie & Co, is a global strategic branding and communications company dedicated to changing the world through effective research-based communication that has been helping mission-driven companies reach new levels of success for more than 30 years. Christie & Co knows the U.S. consumer and supports continued growth and scale through integrated and thoughtful brand building public relations campaigns and communication services to effectively engage, differentiate and build lasting impact. Christie & Co. identifies pioneers and gamechangers like Amu Nutrition that are doing things differently to help people live healthier lives, improve conditions, and improve life.
As Agency of Record, Christie & Co will support continued awareness and demand of Amu Nutrition through integrated communication and public relations campaigns that harmonize the brand's story and messaging. They will dedicate their public relations team and decades of experience taking brands from dream to mainstream through effective communications and growth strategies to increase distribution and awareness for Amu Nutrition.
As an agency, Christie & Co is uniquely qualified to introduce new ingredients and products to the U.S. market, as it has done it for numerous innovative wellness brands like Redd Remedies, Nordic Natural, Traditional Medicinals, SO Delicious, and Steaz – ingredients such as stevia, rooibos, yaupon, moringa, yerba mate, and many, many others.
"We are thrilled to help Amu Nutrition reach the company's full potential by dedicating our proprietary research-based brand strategy team to increase brand awareness and share the impactful story of Mongolia’s ancient wisdom that is infused in each of Amu Nutrition’s herbal teas," said Christie & Co founder and CEO, Gillian Christie. “This brand is introducing the American market to Mongolian tea’s rich history and the way it supports wellness from the inside out.”
Khulan Enkhtaivan, co-founder of Amu Nutrition added, "Partnering with Christie and Co gave us the opportunity to see how growth in the US is possible.”
About Amu Nutrition
Amu Nutrition is a Mongolian herbal tea company that was founded in 2013 by Khulan Enkhtaivan, a certified ayurvedic nutritionist who has dedicated her life and career to supporting people’s journey to achieving optimal health. Khulan wanted to share Mongolia’s “food as medicine” philosophy with the American market. Amu Nutrition is inviting consumers to experience tea not just as a beverage, but as a vital component of their self-care practices.
Amu Nutrition’s Mongolian heritage is infused in every sip as the tea is made exclusively from wild harvested herbs sourced in the pristine Altai mountains of Mongolia.
Some of Amu Nutrition’s most popular options include: Himalayan Buckwheat Tea, Daily Detox Tea, Sugar Balance Tea, Balanced Digestion, and Black Gojiberry Tea. Rooted in Mongolian medicine, organically grown, and expertly formulated, Amu Nutrition is designed to nourish the body, rebalance the spirit, and promote optimal health. Amu is uniquely positioned to fulfill the increasing demand for trusted, effective, sustainability sourced products that support health and wellness.
About Christie & Co
Christie & Co is a full-service award-winning growth agency specializing in branding, PR, market research, advertising, and marketing services. Christie & Co identifies and accomplishes the goals of ethical companies worldwide, expanding their impact and strengthening their bottom line through integrated, effective branding and communication services. Christie & Co's highly experienced teams of expert brand builders apply their Organic Marketing™ approach - a precise and proprietary technology that obtains maximum results to build brand awareness and demand.
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