Matcha LOVE® Launches CULINARY MATCHA -The Hot New Trendy Kitchen Staple

THE MUST HAVE INGREDIENT MADE FROM STONEGROUND JAPANESE GREEN TEA

News provided by

Jan 12, 2015, 03:33 ET

NEW YORK, Jan. 12, 2015 /PRNewswire/ -- Kicking off the New Year, ITO EN the premier leading green tea company will debut their new Matcha LOVE^®, CULINARY MATCHA, at the Winter Fancy Food Show in San Francisco, January 11-13. With 2015 predicted to be a year of "Matcha Madness" by trend forecaster, Sterling- Rice Group in Boulder, Colorado, the new CULINARY MATCHA is the new must have ingredient for the modern pantry.

The finely milled Matcha powder made from shade-grown green tea leaves is traditionally used in Japanese tea ceremonies. Fast becoming a popular ingredient for its rich umami taste and antioxidant rich benefits, Matcha LOVE^® CULINARY MATCHA, packaged in a 100 gram tin, can be used for baking or cooking, whether for sweet or savory dishes. Also a favorite in smoothies and super drinks, Matcha is hailed for its powerful EGCG tea antioxidants, Vitamin C and natural energy boost with a "calm alertness".

"With more people falling in love with the vitalty of matcha, our Culinary Matcha makes it easy for home cooking," says Rona Tison, Sr. Vice President of Corporate Relations. "Aspiring cooks can now enjoy the purity of the entire green tea leaf in a variety of recipes, both traditional and new."

Rich in L-Theanine, the amino acid necessary to create what scientists and renowned chefs refer to as umami synergy, matcha generates new layers of amplified flavors with a sweet lingering taste sensation. Bold and rich in flavor with an herbaceous finish, a little matcha goes along way.

The new CULINARY MATCHA joins the Matcha LOVE's^® line of ceremonial matcha powder and convenient on-the-go "no fuss" Matcha drinks, available in unsweetened and sweetened. Taking a modern take on an ancient ritual, the innovative Matcha LOVE^® line is making its way into the urban lifestyle for its fresh authentic taste and restorative powers.

Also being introduced are Matcha LOVE^® Teabags, a special blend of premium quality green tea leaves and 100% Matcha. The teabags will be available in 10 individual envelopes in small compact carton. The Culinary MATCHA will retail for $19.95.

Matcha LOVE^® is available in specialty food stores, natural and mainstream markets nationwide. For more information please visit www.matchalove.com or itoen.com.

About ITO EN:

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, Healthy, Safe, 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® and Jay Street Coffee®.

Photo - http://photos.prnewswire.com/prnh/20150112/168578

SOURCE ITO EN