Mighty Leaf Makeover

A storied brand in the specialty tea business is turning over a new leaf.

MLT_Sig_Prf_10390Mighty Leaf Tea is celebrating its 20th year with new branding, additional certifications, several new flavors and a pyramid pouch.

In June the company will reposition itself in grocery and natural channels as a premium brand at a more competitive retail price of $6.99 per carton.

“Unchanged is the high-quality whole leaf tea for which the company is known,” said Sheila Stanziale, Mighty Leaf chief executive officer. “Our new package for our retail partners has been modernized to appeal to today’s shoppers, including the fast-growing segment of millennial tea drinkers. In addition to the new design, it features a lower price, new flavors, and new certifications, all while maintaining the tea quality and quantity. This adds up to an outstanding value for consumers and greater sales for our retail partners,” she said.

The new look and line extensions will be introduced to the trade at the Natural Products Expo West trade show held in Anaheim, Calif., March 11-13, 2016.

The new pyramid pouches feature the same great Mighty Leaf teas, as well as the same commercially-compostable, silken fabric. The new shape allows plenty of room for the leaves to unfurl as they steep and has been welcomed by the consumer. The original stitched pouch will remain available in foodservice and at mightyleaf.com with new branding to follow this fall.

The 15-count cartons are priced between $6.50 and $7.50 – a reduction of 20% to 25%.

“This new low price makes Mighty Leaf the most competitively-priced whole leaf tea in grocery and natural trade channels,” according to the company.

In addition to the new format and packaging the company is introducing three new organic flavors in the new pyramid pouches: Organic Almond Spice (Fair Trade Certified green tea), Organic Coconut Assam (Fair Trade Certified black tea), and Organic Emerald Matcha (green tea).

All teas across the range are now certified kosher, gluten-free and vegan. The company is committed to sourcing organic ingredients and now has 14 certified organic teas, comprising over half of its line up. Five teas are also Fair Trade Certified.

New tagline and logo

The company also introduced a new tagline “The Whole Leaf. The Whole Flavor.” designed to communicate Mighty Leaf’s commitment to the highest grade, whole leaf teas which deliver big but nuanced taste. The company is investing in consumer marketing, public relations, and in-store programs to drive awareness and demand.

The brand’s logo has been refreshed and now includes the words “Whole Leaf Tea.” In addition to the new logo, the new retail packaging features a cleaner, more modern design with a dripping pouch of tea to highlight the beautiful whole leaf teas inside the new pyramid pouch.

The company was founded in San Rafael, Calif., in 1996. It was acquired two years ago and is jointly owned by Peet’s Coffee and Tea and Next World Group.

Learn more at: www.mightyleaf.com

Profiles / New Products
Dan Bolton

About Dan Bolton

Dan Bolton edits STiR Tea & Coffee Industry International. He was formerly editor and publisher of World Tea News and former editor and publisher of Tea Magazine and former editor-in-chief of Specialty Coffee Retailer. He is a beverage retail consultant and frequent speaker at industry seminars and conferences. His work has appeared in many beverage publications. He was a newspaper reporter and editor for 20 years prior to his career in magazines. Dan is the founding editor of Natural Food magazine and has led six publishing ventures since 1995. He lives in Winnipeg, Canada.