ITO EN Launches LIMITED EDITION TEAS' TEA SHINCHA In Partnership With Whole Foods- Japan's Coveted First Harvest Green Tea

Shincha, meaning "New Tea" is renowned for its Lively Taste

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Jul 29, 2015, 11:41 ET

NEW YORK, July 29, 2015 /PRNewswire/ -- ITO EN (North America) INC. the world's premier green tea company and makers of the award-winning bottled green tea TEAS' TEA, has launched the very first seasonal LIMITED EDITION- TEAS' TEA SHINCHA, Japan's First Harvest green tea available only for a precious few months. Partnering with Whole Foods Markets, the new bottled Shincha meaning "New Tea" is highly anticipated each year in Japan for its fresh and lively taste. Much like the arrival of France's Beaujolais Nouveau wine and craft brewers young summer ales, the first-picked Shincha tea leaves are celebrated for its fresh balance of subtle sweetness and smooth umami character. With only limited amounts available each year, Shincha is highly sought after by tea enthusiasts.

NEW LIMITED EDITION TEAS' TEA SHINCHA -FIRST HARVEST GREEN TEA

Launching in the stores in August, the Non-GMO verified unsweetened LIMITED EDITION TEAS' TEA SHINCHA are authentically brewed from the tender leaves picked from the fresh young buds and bottled to preserve the young green tea's essence. The young tea leaves contain naturally higher concentrations of nutrients and vibrant flavors, the result of wintertime dormancy. Fresh Shincha leaves are distinct from latter-harvested green teas, with a sweetness attributed to a higher content of the amino acid, L-theanine known for its "calming" effect and lower caffeine content. The rich and vividly green tea leaves are not only fragrant and fresh in taste, but higher in Vitamin C and catechin antioxidants than regular green tea.

"We are excited to partner with Whole Foods to introduce our ready-to-drink, TEAS' TEA SHINCHA in the US market for the first time as a seasonal, limited edition offering," says Adam Hertel, V.P. of Grocery & Natural Sales of ITO EN (North America) INC. "Shincha, is an early-adopter product that resonates with the Whole Foods shopper who is looking for third-wave tea innovation."

With more Americans appreciating the flavor nuances of green tea and seeking new tea experiences, the new bottled Shincha will offer an authentic Japanese experience that has been celebrated for centuries. TEAS' TEA, named after the Japanese expression "Ocha No Naka No Ocha," simply means "The Tea of ALL Teas!" Known as Only the Purest Tea, for its thoughtful sourcing and meticulous brewing methods, TEAS' TEA SHINCHA captures the integrity and pure tea taste of the treasured 2015 First Harvest.

TEAS' TEA SHINCHA is packaged in a 16.9 fl. oz. recyclable BPA Free PETE bottle with a suggested retail of $1.99. Available in Whole Foods nationwide, select specialty markets and teastea.com.

About ITO EN:

ITO EN (North America) INC., a subsidiary of ITO EN (Japan) LTD., is an innovative beverage industry leader dedicated to creating authentic products that embody the company's five principles of Natural, Safe, Healthy, Well-designed and Delicious. ITO EN is specifically known as a global leader in green tea with award-winning brands, including TEAS' TEA, Oi Ocha, ITO EN Shots, Matcha LOVE^®, artisanal loose leaf teas and Jay Street Coffee^®. For more information, please visit www.itoen.com.

Photo - http://photos.prnewswire.com/prnh/20150729/248900

SOURCE ITO EN