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Good Earth, a venerable brand owned by Tata Consumer Products, remains a trendsetter 50 years after being launched in Santa Cruz, Calif., where it was first served at the Good Earth Restaurant.
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Sneha Balasubramaniam, Head of Marketing and Consumer Products at TATA Consumer Products.
The Good Earth brand, now celebrating its 50th anniversary, championed the health and wellness aspects of tea and herbal blends decades before the recent trend.
Sneha Balasubramaniam, head of marketing and consumer products at TATA Consumer Products, explains that, “Good Earth was born in California back in 1972. It’s a legacy brand, and just like California, it is bright, sunny, fun, flavorful, and wants to bring that smile to the end consumer.”
“We are one of those brands who really believe in positivity and doing good,” said Balasubramaniam. That’s at the core of who we are, what we do, and what we stand for and the inspiration for the Be the Good Campaign.”
Good Earth expanded its tea lineup with this limited-edition launch, re-introducing a decaffeinated Lemongrass Tea and a Black Chai Tea, two of the more than 40 blends dating to the early days of the company.
“It originally started off in just a small store as an underdog company," said Balasubramaniam. "They began doing lots of different permutations and combinations with herbs, which then became teas per se.” As the Good Earth Restaurant chain expanded to 50 stores, “we hit upon something very beautiful, the original Sweet & Spicy blend. It had a natural sweetness without adding sugar or any sweetener to it; the sweet just came from cinnamon.” US consumers drink their tea iced and sweet. More than 70% of tea consumed is iced, she said. Sweet & Spicy was naturally flavored, with no artificial coloring or preservatives. “It became a best seller because it addresses consumer needs,” said Balasubramaniam.
“From a product perspective, that is what we’ve always taken pride in. And from a brand perspective, we do everything with bold flavor and a bold note and keep it fun and positive. That’s what good earth is all about,” she said.
The lemongrass blend, a decaffeinated green tea, is citrusy with a balance of mango, peach, and peppermint.
TATA Consumer Products is reenergizing Good Earth to prioritize the brand’s legacy and bring back what consumers missed the most, two beloved teas that got lost along the way, she said.
The teas sell for $3.99 for a box of 18 tea bags.