Choice Organic Extends Medicinal Line

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Sourcing organic tea is still one of the most challenging tasks for tea suppliers and it’s more daunting yet for those formulating wellness blends.

Choice Organic Teas, the first U.S. tea company to offer an exclusive organic line, just introduced four additions to its Wellness teas that address maternity, cardiac, stress and detox concerns.

TWTN150406_Choice_Wellness Teasea is selling very well in natural retail stores, reports Choice with sales in retail markets up 9%. Medicinal teas as the fastest growing sub-category (12%) according to SPINS, a market researcher providing insight into the natural foods channel.

“Expecting Baby, Beauty Detox, Body Stress Relief, and Hibiscus Heart are designed to support healthy bodily functions and enhance wellness while maintaining Choice Organic Teas’ reputation for great tasting, affordable teas,” according to the company.

The blends are classified as Herbal Dietary Supplements (HDS), indicating that the product has met FDA standards for quality and testing. These teas can be merchandised in the supplement section in addition to the tea aisle in retail stores, according to Choice.

All Choice Organic Teas are certified organic by QAI under USDA rules.

The company entered the booming medicinal tea space in 2013 in response to consumers’ increasing desire for a wider range of health benefits in their tea choices. The company’s commitment to high quality organic ingredients and pleasing flavor sets them apart from other medicinal tea makers, according to Choice. The decision to extend the Wellness Teas line is expected to further boost Choice Organic Teas’ strong performance, with SPINS data reporting the company’s YOY sales in the natural retail market were up 30% in dollar volume and 40% in unit sales as of September 2014.

“We’re pleased with our overall growth in the natural market, and the growth of our Wellness Teas* line since its launch in March 2013,” said Anne-Marie Phillips, head of sales and marketing for Choice Organic Teas.  “The addition of our four new Wellness Teas* will enable us to further support the growing consumer interest in a natural and organic approach to every day health and well-being without compromising on taste.”

The new teas retail for $4.69 for a 16-count box. They are available online now and will reach retail shelves in Fall 2015. A portion of the proceeds from each box is directed to Bastyr University’s student scholarship fund.