Seattle-based Choice Organic Teas is relaunching its Original line with refreshed packaging for the first time since its introduction more than 20 years ago.
The Original line, which has been the flagship product for the company, began appearing on store shelves in January with a revamped logo, new design features and individually labeled envelopes.
“The Original Line has been the backbone of the brand since it began in 1989,” said Anne-Marie Phillips, head of sales and marketing for the company. “After 21 years in the market, we did not take changes to our iconic package lightly. Ultimately, customer input was pivotal to our decision and helped us determine how to improve the overall experience while remaining true to our brand. Shoppers will still find the same high quality, flavorful, certified organic, Fair Trade Certified™ tea they have come to expect from Choice Organic Teas. The more vibrant colors, eye-catching design and added features on the box and envelope better showcase our commitment to specialty tea, our consumers and our planet,” added Phillips.
The refresh, which was the culmination of a two-year process, was applied to the company’s 26 varieties of tea.
In addition to highlighting the company’s commitment to a variety of certifications and causes each box provides brewing instructions, caffeine content and a map indicating country of origin. The packaging continues to be biodegradable with a 100 percent recycled paperboard box, paper envelopes and natural fiber, staple-free tea bags.
Choice Organic Teas are certified organic, Fair Trade Certified™, certified kosher and gluten-free. The teas are available at select natural and specialty grocery stores nationwide with a suggested retail price of $4.69 for a 16-count box.