Tea Forté, Concord, Mass., will spotlight its revamped look and introduce its new pyramid 23kt plated gold ICON Au Tea Infuser at the Summer Fancy Food Show this week at Javits Center in New York.

"The company is thrilled to have the ICON Au Tea infuser featured in the MoMA Stores where items are honored for distinctive form, creative thinking, and clear function," said Stuart Avery Gold chief brand officer for Tea Forte, in a statement. “Weaving the unique strengths of our curated tea collections and design-driven accessories into the fabric of our brand provides meaningful experiences for our sales channels and ultimately the consumer.”  

In the U.S., tea is a fast-growing, $10 billion business, and Americans are drinking 20 percent more tea than they did last year, the company said. As a result, the vision of Tea Forte is two-fold according to Chief Executive Officer Jan Hoorntje. “We want to carry on a meaningful special dialogue with consumers here and around the world who seek the ultimate tea experience,” he said in a statement. “We want to deliver on our brand’s unique positioning within the markets that embrace it. Everything about our new narrative from logo to packaging materials is meant to emphasize a sensory rhythm unmatched in the tea industry.”

The market for Tea Forté continues to expand with offerings enjoyed in more than 35 countries where it is presented at leading hotels, restaurants, prestige resorts and high-end retailers. Its recent entry into the Global Travel Retail channel has resulted in increasing recognition and sales.

"A cup of Tea Forté is a celebration of nature, art and luxury," Gold said. "And while tea has always been more mass-market grocery than lifestyle, we will continue our focus on being definite, distinctive and part of the growing, high-end, lifestyle market."