Mighty Leaf Tea Celebrates 20th Year with Brand Makeover
San Rafael, Calif. (March 1, 2016) – Mighty Leaf Tea – known for its unique blends of the highest grade, whole leaf teas, fruits, herbs and spices – is unveiling a new look as it celebrates its 20th anniversary. Beginning this June, the company is introducing a new pyramid pouch, new flavors, new certifications, and new branding – all at a new suggested retail price of $6.99/everyday across grocery and natural trade channels. Unchanged is the high-quality whole leaf tea that Mighty Leaf is known for.
“Mighty Leaf Tea has built its reputation on providing the highest quality whole leaf teas available and constantly innovating. Today, we are thrilled to unveil our retail brand makeover that now positions us as the market leader in premium whole leaf tea,” announced Sheila Stanziale, Mighty Leaf Tea’s Chief Executive Officer. She continued, “Our new package for our retail partners has been modernized to appeal to today’s shoppers, including the fast-growing segment of millennial tea drinkers. In addition to the new design, it features a lower price, new flavors, and new certifications, all while maintaining the tea quality and quantity. This adds up to an outstanding value for consumers and greater sales for our retail partners.”
The trade and press will be the first to see and experience the full brand makeover at the Natural Products Expo West trade show held in Anaheim, Calif., March 11-13, 2016. All attendees are invited to visit the Mighty Leaf team at booth #3197.
New pyramid pouch and new low price
In June, new Mighty Leaf packaging with pyramid pouches will launch in grocery and natural stores across the country. The new pyramid pouches feature the same great Mighty Leaf teas, as well as the same commercially-compostable, silken fabric. The new shape allows plenty of room for the leaves to unfurl as they steep and has been welcomed by the consumer. The original stitched pouch will remain available in foodservice and at mightyleaf.com with new branding to follow this fall.
The cartons, each containing 15 pyramid pouches, will be priced between $6.50 to $7.50 each – representing a 20% to 25% lower retail price. This new low price makes Mighty Leaf the most competitively-priced whole leaf tea in grocery and natural trade channels.
New flavors and certifications
Mighty Leaf is introducing three new organic flavors in the new pyramid pouches this June: Organic Almond Spice (Fair Trade CertifiedTM green tea), Organic Coconut Assam (Fair Trade CertifiedTM black tea), and Organic Emerald Matcha (green tea). All teas across the range are now certified kosher, gluten-free and vegan. The company is also committed to organic ingredients and now has 14 certified organic teas, comprising over half of its line up. Five teas are also Fair Trade CertifiedTM on top of these other certifications.
New tagline and branding
As a clear differentiator for consumers, the company is also launching a new campaign with the tagline “The Whole Leaf. The Whole Flavor.” designed to communicate Mighty Leaf’s commitment to the highest grade, whole leaf teas which deliver big but nuanced taste. The company is investing in consumer marketing, public relations, and in-store programs to drive awareness and demand.
The brand’s logo has been refreshed and now includes the words “Whole Leaf Tea.” In addition to the new logo, the new retail packaging features a cleaner, more modern design with a dripping pouch of tea to highlight the beautiful whole leaf teas inside the new pyramid pouch.
ABOUT MIGHTY LEAF TEA: Based in San Rafael, Calif., Mighty Leaf Tea blends a broad range of artisan teas from the finest ingredients from around the world and distributes its teas primarily through specialty retailers, high-end restaurants and premier hotels and resorts across North America and globally. The company’s superior customer service and comprehensive customer support programs make Mighty Leaf Tea a one-stop solution for retailers, foodservice distributors and hospitality providers. Mighty Leaf Tea is a private company, jointly owned by Peet’s Coffee and Next World Group. For more information about Mighty Leaf Tea, visit www.mightyleaf.com. Connect on Facebook at www.facebook.com/mightyleaftea, on Twitter at www.twitter.com/mightyleaf, and on Instagram at www.instagram.com/mightyleaftea.
