"During this time, we've seen substantial increases in both trial and repeat rates, meaning that once consumers try Celestial Seasonings tea for the first time, many come back for more."įor 50 years, Celestial Seasonings, Inc. "With the introduction of 14 new tea blends and more on the way, we wanted to make it easy for consumers to try our products with low commitment," Collins added. households that are three people or less and providing a lower cost-barrier for consumers to try new flavors. This new, sample-sized packaging comes with five tea bags instead of the typical 20-pack unit, making it better suited for the two-thirds of U.S. In response to demographic shifts and changes in consumer behavior, Hain Celestial has also introduced optimally sized and priced packaging. "Consumers looking to make meaningful and lasting lifestyle changes will find the best of both worlds in Celestial Seasonings tea: strong immune support combined with unparalleled flavor." "This campaign captures the essence of how Celestial Seasonings brings balance and benefits every day," said Melinda Goldstein, chief marketing officer at Hain Celestial. Through whimsical imagery and narration, the campaign is designed to introduce hot tea as a healthy and flavorful choice. Three video vignettes focus on Celestial Seasonings Green Tea for energy, Vitamin C tea for immune support, and Sleepytime tea to wind down. "We want to make sure we are delivering on this promise with products that go above and beyond in providing the benefits you'd find in your typical cup of tea."ĭesigned by Deutsch, "Taste the World of Celestial Seasonings" is a new ad campaign that illustrates the feel-good benefits of drinking tea in the morning, during the day and before bed. "Beyond the mental health benefits of sipping a warm cup of tea, many consumers choose tea for its health benefits," said Tim Collins, vice president and general manager at Celestial Seasonings. These new teas with benefits complement the Daily Wellness Core TeaWell blends, which offer a multi-benefit blend of traditionally used herbs and botanicals to help support immune health, digestion, and mental vitality. The company recently introduced four industry leading TeaWell blends, including Mood Tonic, Sleep (the first tea with melatonin sold in the U.S.), Laxative and Gut Health (featuring a blend of prebiotics, probiotics and fiber). In October 2019, Celestial Seasonings launched TeaWell, a line of organic wellness teas that couples daily health benefits with delicious flavor. New product launches have boasted repeat rates that are 200% higher than similar, competitive launches. The company's innovations have been highly incremental to the brand and category with 74% of green and black tea sales from consumers new to those segments and 18% of sales from trade-ups from lower-priced products. We're proud to introduce our time-tested teas to those looking to lead healthier lives, establish rituals, and find more sources of comfort at home."Ĭonsumers are responding positively to new innovations such as an Energy Tea, which contains as much caffeine as a cup of coffee (95 mg). "Today, we're building on Celestial Seasonings' rich heritage by introducing new innovations to address market shifts and reach new consumers. Schiller, president and chief executive officer of Hain Celestial Group. "COVID-19 has created long-term behavioral changes that will outlast the pandemic, and tea consumption is a big one," said Mark L. Consumers are responding to new innovations such as an Energy Tea, which contains as much caffeine as a cup of coffee.
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