USA: Ito En partners with Whole Foods Market for matcha tea line
Ito En North America, a Brooklyn based company that focuses on green tea beverages, has partnered with Whole Foods Market to launch a line of unsweetened matcha tea in the USA under the Matcha Love brand name.
Matcha Love Organic matcha tea is said to be brewed with 100% organic matcha and whole green tea leaves, and follows the launch in January 2015 of Ito En Matcha Love Culinary Matcha.
According to the company, the line is “taking new heights for its fresh taste and nutrient-rich energy boost […] offering an authentic experience with restorative powers”.
Adam Hertel, Sales VP of Ito En North America INC said that the company was “excited to partner with Whole Foods to highlight ITO EN's matcha expertise in response to the rapidly increasing demand for matcha. Our Matcha LOVE brand is an affordable and convenient beverage for any occasion”.
The product will be available in three unsweetened flavours – Traditional, Ginger and Vanilla – and is claimed to contain no calories, artificial colours or additives.
Source: Ito En