Beverage News / Tea and Coffee

Ito En introduces Shincha green tea to U.S. beverage market

Ready-to-drink tea available online, at select retailers for limited time

Ito En North America Inc., Brooklyn, N.Y., a subsidiary of Ito En Ltd., will debut bottled Shincha green tea in the United States. Shincha is the year’s very first harvest of green tea, which is known for its fresh and lively flavor, sweet finish, and smooth umami character, the company says. The company plans to bottle the tea, which is only accessible for a few months each year, under its Oi Ocha green tea brand and release it online and at select U.S. retailers for a limited time.

In Japanese, "shin" means new, and "cha" means tea, the company notes. Shincha's character derives from its harvest starting in early April, when young green tea leaves contain naturally higher concentrations of nutrients and vibrant flavors as a result of wintertime dormancy, it explains. Fresh Shincha leaves are distinct from latter-harvested green teas, with a subtle sweetness attributed to its higher content of the amino acid L-theanine and lower caffeine content, it adds. The leaves also are higher in vitamin C and catechin antioxidants than regular green tea, it says.

"Americans' evolved palates are appreciating the flavor nuances among green teas, making this the optimal time to introduce Shincha in a modern and convenient way," said Rona Tison, senior vice president of corporate relations for Ito En North America Inc., in a statement. "Authentically brewed and bottled to preserve the young green tea's essence, Oi Ocha's Shincha is an experience like no other."

Oi Ocha's Shincha is available in 16.9-ounce, BPA-free, recyclable bottles at select retailers and at www.itoen.com in limited quantities.
 

Did you enjoy this article? Click here to subscribe to Beverage Industry

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI April 2015 cover

2015 April

The April 2015 Beverage Industry includes a cover story on Zevia's natural sweetener, as well as articles on CSDs, whiskey, and more. Check it out today!

Table Of Contents Subscribe

CSD Category

What innovation or trend could reinvigorate the CSD category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!