New York-based beverage company Ito En has launched a new hybrid ready-to-drink line of drinks under its Matcha Love brand of green tea blends.
Made with 70% coconut water from young coconuts harvested from Southern Thailand, the new Matcha Colada variant has no added sugar and is sweetened naturally with coconut water. Featuring pineapple and other natural flavours, it contains just 80 calories per 16.9 fl oz bottle, which has a recommended retail price of $2.49 and is available in speciality food stores and both natural and mainstream markets across the US.
Debuting at Natural Products Expo West, Matcha Colada “celebrates the authentic taste and restorative powers” of Japanese matcha green tea powder, as well as coconut water’s hydrating benefits and naturally electrolyte-rich potassium, calcium and magnesium. It also delivers vitamin C and the amino acid L-theanine.
Ito En vice-president of grocery and natural sales Adam Hertel said: “Matcha Colada was inspired after experimenting with the top ingredient trends of matcha and coconut water. It led to a nice discovery that they balance and complement each other, not just in taste, but in their functional benefits. We are taking a fun and playful approach to a new hybrid product that hits on a current tea innovation trend.”
Matcha Colada will also debut a newly improved package design for Matcha Love, redesigned for a vibrant shelf presence and stronger callout of the flavour profiles. As well as on-the-go drinks, the line also incorporates teabags and matcha powder products.
Ito En senior vice-president of corporate relations Rona Tison said: “We’ve put the matcha in the coconut to shake things up a bit. If you can’t escape to a tropical paradise, the Matcha Colada will transport you to a place of fun and zen relaxation, without the calories of a rich piña colada.”
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