“COVID-19 has created long-term behavioral changes that will outlast the pandemic, and tea consumption is a big one,” said Mark L. Schiller, President and CEO of Hain Celestial Group in a press release. “Today, we’re building on Celestial Seasonings’ rich heritage by introducing new innovations to address market shifts and reach new consumers. 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.”
The brand has expanded its TeaWell line of organic wellness teas to include Mood Tonic, Sleep, Laxative and Gut Health options which promote immune health, digestion, and mental vitality, according to the press release. Along with the new products, the brand has introduced lower-priced small size (5 packets instead of 20) packages to target smaller households who want to try new flavors.
“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,” said Tim Collins, VP and GM at Celestial Seasonings. “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.”
And to share the news with the industry, the brand has engaged the design agency Deutsch to create a new ad campaign titled “Taste the World of Celestial Seasonings.” The campaign consists of three video vignettes that focus on Celestial Seasonings Green Tea for energy, Vitamin C tea for immune support, and Sleepytime tea to wind down.
“This campaign captures the essence of how Celestial Seasonings brings balance and benefits every day,” said Melinda Goldstein, Chief Marketing Officer at Hain Celestial. “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.”