Japan Ito En cold brew
In anticipation of increased demand for cold-brew tea, Ito En, the Japanese green tea company, has developed a new range of ‘ice-steeped’ teas for the North American market. The company has sold bottled cold brew teas in Japan for approximately 10 years.
The new range was launched in March at the Natural Products Expo West 2017 and Jim Hoagland, c.o.o. of Ito En North America says, “Our main focus will be on capitalizing what we think is a big trend that extends across a lot of consumer segments of cold brew.” The teas are brewed using a combination of ice and cold water over a long period. Ito En says that this “draws out a more nuanced and pure flavor.”
The new brews include two matcha Love varieties (unsweetened Matcha + Green Tea, and slightly sweetened Lemon Matcha + Green Tea); and two Teas’ Tea organic blends (unsweetened pure green tea, and raspberry black tea).Cold brew teas are relatively untested in the US but, says Hoagland, “We just think now’s the right time for us to launch a cold brew because the coffee category has really educated consumers about the benefits of cold brew. We want to build on that education and that momentum launching cold brew teas.”